Samsung exists to create human-driven innovations that defy barriers to progress. The brand has been a Global Olympic Partner since 1998, yet Olympic sponsorships are often perceived as logo placement with little local relevance. And while a sponsor can hope for a great sporting result, a partner with a mission to break barriers must help athletes break theirs. For Paris 2024, we showed the Dutch market how Samsung technology can actively help athletes push their limits and overcome real performance barriers.
We selected 3×3 basketball: one of the fastest-growing sports among Dutch youth, and a national team on the verge of Olympic success. Their biggest barrier was clear. In 3×3, 90% of games are decided in the final 90 seconds, when fatigue peaks, accuracy drops and, without a courtside coach, players rely purely on instinct.
So we built ShotControl: a bespoke Samsung innovation designed to turn instinct into insight. Using stereoscopic 3D cameras and Galaxy devices around the court, ShotControl mapped every movement, shot and ball trajectory, synchronised with heart rate and location data. Through a custom interface on Galaxy Fold devices, the Dutch 3×3 team received real-time heatmaps and performance feedback, enabling smarter, pressure-proof decision-making during training.
We launched ShotControl as the team’s “secret weapon”, supported by an integrated campaign across PR, OLV, DOOH, online audio, social and retail.
The result: Olympic gold. 125M impressions. #1 sponsor recognition. +16 percent consideration uplift. ShotControl now stands as a blueprint for future innovation-led Olympic activations across Europe.
