Written by, Matt Joy

The greatest show on earth?

Have you been passionately shouting at the TV for sports you wouldn’t usually watch? (Kayak Cross, Diving, Skateboarding anyone)

Have you been fully engrossed into Team GB and the games as a whole? Personally, it has been incredible! I love it.

The 2024 Paris Olympics has now finished (on to the Paralympics) .. and here is my wrap up briefly covering:

  • Sustainability and legacy of the games
  • Brand Activation – including THAT Nike ad
  • Iconic Sports Photography
  • .. and Snoop Dogg! 

Sustainability and use of venues:

In today’s world, and more than any previous games there was obviously a huge focus on sustainability, which for a global event as big as this, could be tricky. That said, on the face of it, Paris did an incredible job, especially when it comes to venues. Rather than building all new venues that could then be left empty and a drain on the economy, Paris instead used iconic, world-famous locations and venues across the city that either already existed – and have been upgraded and modernised – or have been temporarily constructed (Urban Parc)

From my experience, and because the city was no where near as ‘manic’ and busy as some other world cities, all the venues were easy to access by public transport – and almost all venues were located within proximity of the city centre. (obviously not included the surfing in Tahiti)

This strategy is to minimise the environmental impact while ensuring that the city benefits from lasting infrastructure improvements. 

A couple of our favourite images can be seen below:
Eiffel Tower Park – Beach Volleyball
Grand Palais for Fencing and Taekwondo. 
Place de la Concorde for urban sports including Skateboarding, BMX and 3×3 basketball

And even when organisers have built a new arena – it is with the community in mind post-games. 

The brand new Aquatics Centre in the north of the city has solar panels on its roof and seats made from recycled plastic bottle caps, and it was placed in the north of the city for a reason – legacy for its community! The north-east is one of the most under-invested areas of Paris and a large proportion of primary school children can’t swim, the venue will provide the local community with a multi-sports hub that offers swimming, as well as other fitness and leisure opportunities for years to come.

Brand activation:

I can’t write a post-games blog without pulling out one of my favourite ads and activations.

Possibly my favourite ad (although I am sure I have missed many), released before the games, was this Omega ad. Omega, the official timekeeper of the Olympics. For me, the perfect blend of iconic city venues, sporting stars and that all important sound design and music choice that builds anticipation and excitement for sporting excellence tapping more into culture with ‘subtle’ product placement rather than going too big on product. 

Omega ad: 

Nike

This split opinion of many and many had an opinion, and it’s one that I stayed quiet on as the first time I watched it, it wasn’t for me, but with it being Nike I didn’t want to get vilified for my opinion, and I think because it was so different from the usual Nike messaging and tone of voice it felt ‘off-brand’ .. but lets break it down simply and now the games is live and the stories of so many athletes and what they sacrifice and what it takes to be THE best are heard around the world:

This ad wins. In every way. That passion to be the best, to be elite, you have to live it and love it!

Coca Cola & Visa 

Tapping into that sustainability element a little bit, and with an influx of people and thousands moving from venue to venue, in 35º heat, hydration is always going to be important but I dont remember seeing any rubbish/litter at either venues or on the streets – and this is not a new activation – but by offering branded cups as part of the experience, people are either more inclined to keep them up give them back for their $2 refund. Easy. Clever. But made a huge difference to peoples experience of Paris. Also, made as collectables as the cup designs all had different sports on them, which obviously means people want more. 

Snoop Dogg
From starting the games as a torch bearer to being seen and fully participating in what felt like every event and closing with Dr Dre in LA – this was a masterstroke that gained a lot of interest and a lot of media coverage. 

This was surely always preparing for the build up to the LA 2028 games, and the part he will no doubt play in that opening ceremony, and nobody can say that he has not fully embedded himself into Paris 2024. There were reports that NBC were paying him $500,000 a day for commentating on the Olympics – and if that is the case – I am pretty sure everybody would have done the same and thrown themselves into each and every event with both feet first. What an experience for him, and those who have been following the games.

 

If you ever needed proof that Sports Photography still reigns champion, there have been so many incredible photos that will last in memory and there are a small snippet below with so many to choose from. 

  • Beach volleyball, quite possibly the most iconic venue of the games
    • REUTERS/Dylan Martinez
  • Surfing and quite probable the most iconic image of the games, even if it was 10,000 miles away
    • JEROME BROUILLET | Credit: AFP via Getty Images
  • Simone Biles showing respect to Rebeca Andrade after her gold
    • Gabriel Bouys/AFP/Getty Images
  • Scottie Sheffler & Djokovic showing what the olympics means despite what they have already achieved in their own game
    • Emmanuel Dunand/AFP via Getty Images /GETTY IMAGES

 

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