Freddy Swan
For the 2024 Olympics, the advertising game is heating up, with brands going all out to grab our attention. Iconic names are not just sponsoring the games but also rolling out some imaginative campaigns. Nike continues to challenge norms while brands like Coca-Cola, Airbnb, and FIGS are sticking to traditional themes of camaraderie and connection. Ready to dive into the exciting world of Olympic branding? Let’s go!
Nike’s “Winning Isn’t for Everyone”
Nike dives deep into the relentless drive required to be a top athlete. Nike is positioning the Paris Olympics as a pivotal moment to reinforce its reputation for bold, conversation-starting brand marketing.
While many Olympic sponsors are highlighting themes of sportsmanship and camaraderie, Nike is taking a different approach. This in-your-face concept is designed to embody the elite athlete’s mindset, inspired by insights from hundreds of Nike’s own athlete partners. The campaign, led by agency Wieden + Kennedy Portland, emphasizes the sacrifices, determination and grit required to achieve greatness.
“This isn’t just a campaign — it’s about celebrating athletes and their winning mindset. It’s a story about what it takes to be the best. The legacies that have yet to be shaped. And the dreams that will be made real. It reminds the world that there’s nothing wrong with wanting to win.” 1
Coca-Cola’s “It’s Magic When the World Comes Together”
In stark contrast, Coca-Cola’s Olympic campaign centers on the unifying power of hugs. Their campaign, “It’s Magic When the World Comes Together,” is built around a theme of inclusion and acceptance, featuring swimmers Lilly King, Kaylene Corbett, Annie Lazor and Tatjana Schoenmaker embracing in a nod to a memorable moment from the last Summer Games, check out the campaign here.
Coca-Cola’s marketing effort includes limited-time Olympics packaging with illustrations of one half of a hug, creating a full embrace when two Coke cans are paired together. Islam ElDessouky, global head of content and creative strategy for Coca-Cola, emphasized the campaign’s focus on human connection: “Sports rivals embrace differences as a mindset. Olympic athletes train hard for four years with the goal of winning the gold. So, when you see them hugging, it’s a truly powerful symbol of human connection.” 2
Airbnb’s “Host the World”
In an inspiring move to support athletes, Airbnb is making waves with its “Host the World” campaign, view here. This initiative offers a $2,000 travel grant to athletes training for the Olympics and Paralympics, alongside a $500 housing credit.3 This financial support not only allows these athletes to focus on their training but also allows them to explore new places during their downtime.
Airbnb’s strategy goes beyond just financial aid. The company is also actively sourcing housing for the Olympic Games by launching a massive campaign in France, encouraging locals to sign up as Airbnb hosts. This dual approach supports athletes and boosts Airbnb’s inventory of available homes, especially in a prime location during peak times.
Figs “Anatomy of a Champion”
In an inspiring tribute to the unsung heroes behind every athletic triumph, medical apparel brand Figs has launched its largest campaign to date, view here. This groundbreaking initiative celebrates the Team USA Medical Team at the 2024 Paris Olympic and Paralympic Games, putting the spotlight on the medical professionals who play a crucial role in athletes’ success.
The campaign portrays the USA Medical Team as the architects behind record-breaking performances. Featuring 14 real medical professionals, the campaign emphasizes the dedication, skill and heart required to build bodies capable of breaking records. The film’s tagline, ‘It takes heart to build bodies that break records,’ perfectly encapsulates this message.4
As the Paris Olympic games continue, it is evident that all of these campaigns strengthen their brand identity. While your budgets may not be Olympic, a great idea always triumphs! For help with your next brand effort, reach out to the award-winning team at FredSwan.
Sources
1 MarketingDive. “Nike kicks off marketing comeback with gritty Olympics ads.” July 2024
2 MarketingDive. “Coke’s Summer Olympics campaign celebrates unifying power of hugs.” July 2024
3 Thyrv. “5 Best Olympic Marketing Campaigns for Paris 2024.” July 2024
4 United States Olympics & Paralympics Committee. “Figs Launches Historic Campaign honoring the Team USA Medical Team at the Olympic and Paralympic Games Paris 2024.” July 2024
