In the Olympic and Paralympic Village, brands including Pantene, Head & Shoulders, Mielle, Gillette, and Braun are providing haircare and grooming services for the 22,000 Olympic and Paralympic athletes and staff. Before the Games, P&G brands unveiled the Beauty & Grooming Salon Look Book, a selection of curated styles inspired by the Games including the Parisian Pony from Pantene and Boss Beard from Braun. P&G brands are also sponsoring the first-ever Nursery with Pampers, Dental Clinic with Oral-B, and Laundry Rooms supplied by Ariel.Photo: Courtesy of P&G
Part weird and part wonderful and very French, with performances by Celine Dion and Lady Gaga, the opening ceremony drew some controversy, leading organizers to apologize for what some critics described as a parody of “The Last Supper” mural during the event. The scene featured drag artists and dancers and was widely criticized by the Catholic Church and Christian groups.
Despite the criticism and dreary weather, this year’s Olympic Games still had an added level of excitement since the 2020 Games (which actually took place in 2021) had nearly no spectators due to COVID-19. That means fans and brands like Foot Locker, Samsung, and more are back in a big way.
Keep scrolling to see how brands are activating around the Games in the City of Light and stateside...
The 2024 Paris Olympics take place July 26 to Aug. 11.
Photo: Courtesy of NBCUniversal
Visa Lounge for Chase Sapphire Reserve
Courtesy of Visa, Chase Sapphire Reserve cardmembers (and a guest) are invited to a floating lounge on the Seine. The space features meet-and-greets with Olympic legends including Tony Parker, Michael Phelps, Aly Raisman, Allyson Felix, and Sue Bird, along with F&B, live broadcasts of the Olympic Games, DJ performances, and more cardmember benefits.
Photo: Courtesy of Visa
Chase Sapphire Reserve cardmembers can also book reservations at Paris restaurant Girafe, which offers unparalleled views of the Eiffel Tower. The a la carte menu features collaborative dishes from New York chef Ignacio Mattos' Estela menu and perennial favorites from Girafe’s seafood-oriented menu prepared by chef Charles Ducrocq.
Photo: Courtesy of Visa
Olympic Rendezvous @ Samsung
The tech brand’s pop-up experiences at Square Marigny and Champs-Élysées 125 transport guests through a range of immersive experiences including a visual journey through Samsung’s Olympic heritage and hands-on demonstrations of the latest Samsung Galaxy products.
Located near iconic landmarks and the open arena where the breaking and skateboarding competitions will be held, the Square Marigny space boasts a glass façade that uses colors and angles to offer a glimpse of the open, light-filled space. The multimedia façade also displays images of athletes from around the globe. The brand worked with Pritzker Prize-winning architect Jean Nouvel to design both spaces.
Located near iconic landmarks and the open arena where the breaking and skateboarding competitions will be held, the Square Marigny space boasts a glass façade that uses colors and angles to offer a glimpse of the open, light-filled space. The multimedia façade also displays images of athletes from around the globe. The brand worked with Pritzker Prize-winning architect Jean Nouvel to design both spaces.
Photo: Courtesy of Samsung
At the Champs-Élysées 125 location, attendees can test out the latest Galaxy AI features like Live Translate, which can be used to navigate Paris without worrying about any language barriers. Visitors can also check out 2024 Paris-themed Galaxy smartphone cases, download Samsung Galaxy X Paris 2024 The Phryges themes to customize their phones, and create custom phone straps made from discarded fishing nets.
Photo: Courtesy of Samsung
NBCUniversal’s Olympic Takeover of Rockefeller Center
NBCUniversal transformed Rockefeller Center into the U.S. home for its coverage of the Olympic Games. The rink area features Parisian food; photo ops with a replica Eiffel Tower, Olympic medal podium, Olympic Rings display, and more; Paris-themed watch parties; athlete visits; and more. The takeover also includes a digital cube where visitors can view massive LED screens featuring Peacock’s Olympic viewing experience.
Photo: Courtesy of Instagram/@masscontractingcorp
The activities will run until the closing ceremony on Aug. 11.
Photo: Courtesy of Instagram/@masscontractingcorp
Michelob ULTRA, the exclusive beer sponsor of Team USA for the Olympic and Paralympic Games Paris 2024, is also hosting a Paris-inspired patio as part of the Rockefeller Center experience.
Photo: Courtesy of Michelob ULTRA
Foot Locker’s ‘The HeARt Experience’
The sportswear retailer is hosting a series of immersive activations and programs in Paris to honor the Games. “The HeARt Experience” is an augmented reality initiative that includes 10 experiences across nine stores in the city. Consumers can unlock the experiences through QR codes located near Foot Locker stores. The streets are then transformed into a unique digital adventure where participants can access challenges and earn interactive XPoints to redeem online and in store.
Photo: Courtesy of Foot Locker
The retailer has also teamed up with its brand partners including Jordan, New Balance, Asics, adidas, and Nike to host IRL activations featuring meet-and-greet opportunities, customization workshops, and gamification stations. For example, Foot Locker’s Barbés store has been taken over by Jordan Brand, which includes a community hub centered around basketball with a coaching clinic and a three-on-three tournament.
Photo: Courtesy of Instagram/@footlockereu
P&G’s Beauty & Grooming Salon
In the Olympic and Paralympic Village, brands including Pantene, Head & Shoulders, Mielle, Gillette, and Braun are providing haircare and grooming services for the 22,000 Olympic and Paralympic athletes and staff. Before the Games, P&G brands unveiled the Beauty & Grooming Salon Look Book, a selection of curated styles inspired by the Games including the Parisian Pony from Pantene and Boss Beard from Braun. P&G brands are also sponsoring the first-ever Nursery with Pampers, Dental Clinic with Oral-B, and Laundry Rooms supplied by Ariel.
Photo: Courtesy of P&G
Wingstop’s ‘House of Flavor’
Wingstop opened a pop-up restaurant called “House of Flavor” (Maison des Saveurs) in the heart of Paris. It marks the beginning of larger growth plans in Paris, with the potential for over 200 Wingstop restaurants in France. The experience is open until Aug. 10 and is located at the historic La Caserne. Here, fans can enjoy free wings, along with a side of seasoned fries and ranch.
Photo: Courtesy of Wingstop
Prelude to the Olympics
On July 25, Comcast NBCUniversal Chairman and CEO Brian Roberts, LVMH Chairman and CEO Bernard Arnault, Louis Vuitton men’s creative director Pharrell Williams, and Anna Wintour joined forces to host a celebration of the cultural impact of the Olympics. The event took place at the Fondation Louis Vuitton and was co-chaired by Charlize Theron, Omar Sy, Rosalía, and Serena Williams and featured a performance by Tyla.
Williams curated a select group of artists including KAWS, JR, Daniel Arsham, Derek Fordjour, Honor Titus, and Julia Chiang to design interactive art installations for the event featuring a variety of games including archery, tennis, basketball, equestrianism, and more, as well as nostalgic carnival games. Guests were also able to experience the photo booth truck from French photographer and artist JR’s Inside Out Project, while Japanese artist Takashi Murakami added his classic plush cushions to the seating.
Williams curated a select group of artists including KAWS, JR, Daniel Arsham, Derek Fordjour, Honor Titus, and Julia Chiang to design interactive art installations for the event featuring a variety of games including archery, tennis, basketball, equestrianism, and more, as well as nostalgic carnival games. Guests were also able to experience the photo booth truck from French photographer and artist JR’s Inside Out Project, while Japanese artist Takashi Murakami added his classic plush cushions to the seating.
Photo: Victor Boyko/Getty Images for LVMH x Vogue x NBC
FIGS x Team USA Opening Ceremony
On Friday, in NYC's Washington Square Park, FIGS, the official outfitter for the Team USA medical team, celebrated its new line of products that coincide with the partnership. CNC Agency produced the takeover.
Photo: Courtesy of CNC Agency
The brand brought Paris to New York City with Parisian-inspired delicacies. There were also live performances from Northwell Health Nurse Choir and a local streetside jazz trio.
Photo: Courtesy of CNC Agency
Visitors posed on an Olympic-style podium.
Photo: Courtesy of CNC Agency
Le Royal Monceau – Raffles Paris
This summer, Le Royal Monceau – Raffles Paris is celebrating the Olympic Games by inviting guests to explore a miniature Paris in its lobby. From now until Aug. 11, guests can watch the sporting events on a giant screen. The space evokes the iconic landmarks of the French capital with elements such as the Morris Columns, cobblestones, and bridges. The on-site Le Bar Long serves a special selection of bespoke cocktails inspired by cities that have hosted sporting events in the past, including Cocktail Le Royal Monceau x PARIS 2024, a tribute to the French 75 that combines white Champagne with pear and citrus flavors.
Photo: Courtesy of Le Royal Monceau – Raffles Paris
USA Fencing’s Fencing Across America Activation
USA Fencing is bringing the sport to high-traffic locations throughout the U.S., including Vanderbilt Hall and Wollman Rink at Central Park in NYC, with demos and tutorials being offered. The tour takes place in New Jersey, New York City, Washington, D.C, Minneapolis, Cleveland, Denver, Los Angeles, Portland, Salt Lake City, and San Francisco and runs through Aug. 4.
Photo: Courtesy of Instagram/@usafencing
Boardroom x Coinbase Team USA Basketball Welcome Dinner
On July 7 at Stanton Social Prime in Las Vegas, Kevin Durant and Rich Kleiman’s media brand, Boardroom, celebrated the Team USA basketball players on the eve of their departure to the Olympics.
Photo: Courtesy of Boardroom
Creamline’s Gold Medal Milkshake
NYC's Creamline, in partnership with Ronnybrook Farm, is offering a Gold Medal Milkshake. Through Aug. 11, the restaurant will be serving the caramel milkshake made with Ronnybrook Farm dairy, topped with gold shavings and whipped cream.
Photo: Courtesy of Creamline
