Achieving the greatest brand integration ever accomplished at the Paris 2024 Olympic Games.
On July 23, 2023, LVMH announced its partnership with the Paris 2024 Olympic and Paralympic Games. This creative partnership aimed to bring the excellence and expertise of the world’s largest luxury group and its Maisons to Paris 2024.
At the time, this announcement crystallized many criticisms. Accusations of a money-driven partnership and lack of legitimacy: The challenge for LVMH was to demonstrate and share with the billions of spectators and viewers of this global event the reality and purpose of this partnership, which was to Make Dreams Come True.
To achieve this goal, LVMH needed to accomplish the greatest brand integration ever achieved during the Olympic Games by disrupting the intangible lines of Olympic marketing. The brand succeeded by fully participating in significant Olympic moments: the presence of the medal trunk by Maison Louis Vuitton, the artists’ outfits by Maison Dior, and the French team’s outfits by Maison Berluti during the Opening Ceremony, as well as the presence of the medals (Chaumet), the medal tray (Louis Vuitton), and the presenters’ outfits (LVMH) at each medal ceremony. This integration made LVMH the most visible partner of the Olympic and Paralympic Games.
