OLYMPIANS WINNING BRAND-BUILDING GOLD

The Paris Olympics weren’t just about breaking records and winning medals; they marked a major shift in the sports media landscape. Loosened social media guidelines allowed athletes to engage millions in new, creative ways, turning these Games into a brand-building masterclass.

Legends like Teddy Riner, Novak Djokovic, Remco Evenepoel, Sha’Carri Richardson, Steph Curry, LeBron James, and Rafael Nadal continued to solidify their legacies. But beyond these icons, other Olympians emerged, excelling in their sports and deliberately building their brands through content creation.

Social media was flooded with unforgettable moments: Turkish shooter Yusuf Dikec casually winning silver with his hand in his pocket, the French pole vaulter making headlines for an unexpected mishap, 61-year-old table tennis sensation "Aunty" Ni capturing hearts worldwide, and Stephen Nedoroscik, the pommel horse specialist, charming the internet with his Rubik’s cube and quirky personality. These viral moments highlighted how established stars and new faces leveraged social media to build better brands and boost their influence.

Here are six athletes who captured the world’s attention:

1. Simone Biles (The GOAT) ??

Simone Biles is in a league of her own, transcending every event she enters. After significant challenges in Tokyo, Biles made an extraordinary comeback in Paris, proving why she is the greatest of all time. With three golds and one silver, she now holds 11 Olympic medals, including seven golds. Biles gained nearly 5 million Instagram followers during the Games, bringing her total to over 12.4 million. She posted daily behind-the-scenes content, keeping her audience engaged. Supported by her husband, NFL player Jonathan Owens, Biles focused on her journey and achievements. Her resilience has only strengthened her brand, and as she embarks on her "Gold Over America" tour, Biles continues to set new standards in athletic excellence and brand building. ??????????????????????

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2. Imane Khelif (Algerian boxer) ??

Imane Khelif’s journey in Paris was extraordinary. The 25-year-old boxer grew her following from 100,000 to nearly 2 million during the Games, winning gold in the women’s 66-kilogram division. Her victory was marred by gender-based accusations, but Khelif stood firm, using the experience to advocate for fairness and understanding. Her ability to rise above these challenges earned her a medal and positioned her as a symbol of resilience and authenticity. If she continues to speak out, she could become a lasting and influential voice on these issues. ??♀?

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3. Ilona Maher (American rugby player) ??

Ilona Maher is a skilled athlete and social media sensation, with 2.3 million TikTok followers and nearly 125 million likes. Known for her humor, inclusivity, and body positivity, Maher took her followers on a playful quest to find love in the "Olympic Villa," drawing comparisons to Love Island. Her engaging personality and partnerships with brands like L’Oréal Paris showcase her ability to blend humor, empowerment, and athleticism. #Paris2024 won’t be the last time we hear from Ilona Maher. ??????

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4. Tara Davis-Woodhall (American long jumper) ????

After winning gold in the long jump, Tara celebrated by making sand angels in the pit. The highlight came when she hugged her husband, Hunter Woodhall, a double amputee sprinter with three Paralympic medals, who shouted, “Oh my God, baby, you’re the Olympic champion!” This power couple has a strong social media presence, with Tara having nearly a million Instagram followers and over half a million on TikTok, while Hunter has close to 600,000 Instagram followers and over 3 million on TikTok. Hunter was Tara’s biggest supporter during the Games, and she’ll support him during the Paralympics. A strong relationship is invaluable, and having a fantastic content partner is an incredible bonus. ????

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5. Armand "Mondo" Duplantis (Swedish pole vaulter) ??

Mondo Duplantis, the world-record-holding pole vaulter, is a perfect blend of competitor and entertainer. His 6.24-meter world record jump won him gold and solidified his status as a global athletic icon. Known for his playful personality, Mondo added a fun twist to his victory by mimicking Turkish shooter Yusuf Dikec’s viral pose during his celebration. This charismatic approach to competition has made him a fan favorite. Part of his success is also attributed to his relationship with Desiré Inglander, a talented creator and model who shares glimpses of their life, often highlighting his achievements. Their visually striking and highly marketable partnership demonstrates how personal and professional branding can seamlessly intertwine, creating a powerful narrative that resonates with audiences worldwide. ????

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6. Henrik Christiansen (Norwegian swimmer) ????

Henrik Christiansen, a three-time Olympian, became an unexpected TikTok sensation during the Paris Games, earning the nickname "Olympic Muffin Man." His lighthearted videos reviewing the Olympic Village's muffins quickly went viral. With nearly half a million followers, over 130 million views, and 24 million likes, Christiansen’s authentic and humorous content struck a chord with fans. His newfound popularity could open doors to opportunities in comedy, nutrition, or social media content creation, showcasing how authenticity and humor can build a brand that extends beyond athletic competition. ????

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*Special mention: The Paris Prestige Award ??

The Paris Olympics were a masterclass in branding, with the city emerging as a star of the Games. The opening ceremony brilliantly showcased France’s rich cultural heritage and modern identity, setting the tone for an event celebrating Paris on a global stage. Key events were strategically placed against the backdrop of the city’s most iconic landmarks, making Paris not just a host but a central character in the Olympic narrative. This bold and thoughtful use of place marketing and soft power delivered immense and immeasurable value to the city. ??

“Félicitations et merci beaucoup, Paris!”

In a world overflowing with distractions, the power to attract attention is the ultimate superpower, and today's athletes are winning this game! As they adopt a more entrepreneurial mindset, they attract and engage fans and offer valuable lessons in brand building and business creation. By mastering their platforms and embracing authenticity, these athletes demonstrate how to stand out and thrive in a highly competitive landscape.

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