The Olympics this year involves 204 countries, and, like other major sporting events, offers unparalleled commercial opportunity on a global scale. The 2008 Bejing games captivated a record television audience of 4.7 billion eyes, and so there is no surprise that this sporting format has become a coveted platform for businesses to imprint their branding and capture attention. Recent editions have shown impressive data, including surges in searches for general athleisure and Olympian merchandise – resulting in revenue spikes for associated brands. For two weeks every 4 years, the Olympics generates a communal and shared excitement, it gives people unquestioned permission to be both very patriotic and very engaged in the sporting world; how sponsors manipulate this attention into customers is somewhat of a sneaky, but admirable, craft.
This year, the Olympics has become even more of an inviting canvas for branding, with apparel and beauty retailers quick to jump aboard the moment. But why are fashion and sport becoming more interthread in 2024? One reason is Paris itself. Known as a city where fashion is ingrained into the cultural texture, there is already an expectation for the Parisian games to be “fashionable” – in whatever way that may be. Additionally, recent years have seen a rise in high fashion athleisure purely as a broad aesthetic choice; sportswear for everyone has become synonymous with leisurewear. Finally, the majority of Olympians jumping, hurdling and sprinting across our screens belong to Generation Z – a group deeply attuned to shopping, consumerism, and branding. A group who can perhaps act seamlessly and casually as both ambassadors and competitors.
So how is fashion creeping its way into these historic games? The most obvious marker of fashion’s elevated role came hand in hand with the opening ceremony, where countries travelled down the Seine by boat, in runway alignment, showcasing their national uniforms. This year social media buzzed and blurted excessively with criticism, compliments, hot takes, and rankings of the fashion on display. Brands and designers have always been integral to the manufacturing of these uniforms, but today there seems to be a larger and more invested conversation into the styling of athletes; is this indicative of a more style-conscious consumer base at large?
Team USA sported classic Ralph Lauren and Team Canada were dressed in the popular athletic wear of Lulu Lemon. But we also saw some more editorial style looks. Haiti were dressed in by designer Stella Jean who took a high fashion approach to sportswear, with unusual silhouettes and artwork from Haitian painter Phillippe Doard’s. Mongolia’s outfits were also more elevated than typical sports design, conceptualised local RTW label Michel&Amazonka highlighting this evolving link between couture and the sporting scene. Mongolia even revealed their initial looks via video, much like a fashion campaign itself.
Fashion’s close tie to the 2024 Olympic Games is largely due to LVMH being the main sponsor and premium partner, with a partnership estimated at $160 million. This investment positions LVMH as the “Artisan of all Victories.” The parent company has ensured that its French savoir-faire is recognizable throughout the Olympics, from Louis Vuitton’s medal and torch trunks, iconic in their monogramming, to the actual medals designed by high-end jeweler Chaumet, LVMH’s influence is pervasive. Team France’s outfits are crafted by Berluti, and Sephora was hosting celebration zones and giveaways along the Olympic torch relay. This was certainly a fashion focused comprehensive branding effort.
Some athletes become associated with certain styles authentically – from Sha’carri Richardson’s bedazzled nails, to Tom Daley’s love for knitwear, to Nyara Sabally’s ring grills, the Olympics is a global moment for athletes to expose their personality and connect with a bigger audience than they are used to. This year, we’ve seen some athletes become associated with brand in a way that is slightly more homogenous and statement-making. Simone Biles, touched up her Fenty beauty setting powder mid-competition, and showcased her goat necklace by Janet Heller Fine Jewllery. Fellow American gymnast Jordan Chiles did a game day GRWM with Vogue, spotlighting products from Fenty, Charlotte Tilbury and Summer Friday. Gabby Thomas, Jessica Long and Fred Kerley all modelled in the newest SKIMS campaign for the games. And, Yuto Horigome, the Japanese skate boarder, won gold whilst wearing his very own Nike collab of the SB dunks. Athletes are certainly influencing the uptake of more than just sport and healthy living.
The Paris games has also drawn a range of celebrity onlookers, who’se dressing choices have been photographed and picked apart as if it were a red carpet. From Kendall Jenner and Lebron James who were spotted patriotically wearing Ralph Lauren blazer’s, to of-the-moment icon Zendaya who posed in an archival Olympic ring inspired jumpsuit by Jean-Charles de Castelbajac, styled by Law Roach. Names like Anna Wintour, Lady Gaga, and SnoopDog have had as much attention at the Olympics as the eventing itself.
It would seem that the games this year have become more than a sporting event, but a broad multinational spectacle, and one that has become almost cinemati, injected with celebrity presence and fashionable interest. Whilst fashion is certainly piggy-backing on the allure of the olympics itself, I would also argue that the games have been carefully “styled” this year, and Paris is doing a lot to pull interest into sport, competition, and the marvellous careers of Olympians.
Written by Hebe Street from GLITCH Magazine
