OLYMPICS 2024 PARIS: A SUMMER OF SPORTS FOR EVERYONE

We are in our summer of sports era! ???? With the UEFA EURO 2024 done and dusted, the world seems to be entirely in sports following the athletes at the Paris Olympic Games – and we are hooked, too.

Our amazing act.3 team in France has been working around the clock to create magic all over Paris because this year’s Olympics are breaking new ground in cultural marketing.

Here is everything you need to know about the Games of the XXXIII Olympiad, branded as Paris 2024. Read along ??

PARIS OLYMPICS: WHAT MAKES THIS ONE EXTRA SPECIAL?

The 2024 Olympics promised to take a few different directions because the games are accessible and inclusive to all citizens, blending with the city like never before. The 2024 Olympics are bringing fans closer to the action and part of the Olympics.

Our Managing Director in France, Patricia Thomann-Chassaing, who spearheads all the activation plans, says Paris is alive with all things Olympic. Unlike previous Olympic Games where most sports were in stadiums, the current Games in Paris are accessible for everyone. The whole city feels like the venue and is filled with buzz in the air.

For example:

??The Opening Ceremony was held at the Seine with a parade of 6km open to a large public.

??20 fan zones are currently scattered around the city, ensuring everyone can access the action.

Major events light up iconic sites like the Champs-élysées and the Eiffel Tower, while the legendary Roland Garros hosts tennis and boxing matches.

Plus, the Olympic Village is breaking the mold with sustainability at its core. The French have crafted a new “neighborhood” that will continue to live long after the games end. The 82 buildings will transform into office spaces for 6000 workers and apartments for another 6000 residents. How amazing is that?

ACT.3 JOINS THE PARTY: OUR ROLE IN THE PARIS OLYMPICS

Our team in France is going all out for the Games. We've set up vibrant adidas-branded pop-up stores that we will operate at prime spots like the Eiffel Tower. By offering branded gear and interactive experiences throughout the Olympics and Paralympics, we allow every spectator to get their own tiny athlete moment. Here’s some more of the cool things we have done so far and that is on our upcoming agenda:

?Operating three additional adidas pop-up stores in the center of Paris.

?We hosted an opening ceremony event for 150 adidas employees and their plus ones on the rooftop of the adidas France office, featuring activations, gaming areas, and a live broadcast of the official Opening Ceremony on a giant screen.

?Setting up and managing the adidas athlete's lounge for VIPs and athletes as part of the “Deutsche Haus”, creating an exclusive experience.

?Running the mini makers lab for t-shirt customization at the “Deutsche Haus”.

?Schweizer Sporthilfe's 6-day VVIP program includes cruise and embassy dinners, sightseeing activities tailored for couples, attending competitions for six days, and crafting exclusive guest experiences.

HITTING A CULTURAL SPOT - THE POWER OF SPORTS ???

Sports have the power to change lives, and we’re seeing a whole lot of it as the Paris Olympics kicked off a week ago. Sports offers a unique sense of peace and celebration, a feeling we all probably have a personal experience to share. It's that special moment in the day when everything feels at ease, with everyone united in cheering for their team.

It’s a way for people to escape from everyday troubles – when your focus shifts entirely to moving your body, supporting your team, celebrating the sport, or simply revealing the joy of the event. Here are some tips for harnessing the power of sports as a cultural marketer:

?? Emotional Connection: Sports evoke powerful emotions and a sense of unity, which can be harnessed to craft compelling and emotionally resonant marketing campaigns.

?? Brand alignment with values: Associating brands with the positive values of sports – such as community, joy, and escape – can enhance brand perception and connect with audiences on a deeper level.

?? Target audience engagement: Understanding sports' community and celebratory aspects can help develop marketing strategies that engage audiences during key events and tap into their collective enthusiasm.

?? Cultural Relevance: Leveraging the cultural significance of major sports events can help you stay relevant and align your messaging with your audience's current mood and interests.

?? Event-Driven Content: Creating content that resonates with community, celebration, and escape themes during major sports events can drive higher engagement and connection with your audience.

So, before we continue the latest medal news, we want to leave you with a question. How do you feel the Power of Sports, while watching and engaging with the Olympics this year?

#weareact3