The modern-day Olympics are a stage for social media stars to be born, and for brands to reap the rewards that come with their success.
Driving the news: Athletes are leveraging their social media accounts like never before at Paris 2024, racking up millions of views on TikTok with unboxing videos that show off swag from their Olympic sponsors — including foldable Samsung phones, Olay face creams, and Nike gear.
- As of writing, a video of Canadian sailor Sarah Douglas trying on Team Canada Lululemon gear has accrued over eight million views.
- Videos of Team USA swag bags filled with Nike, Ralph Lauren, and Skims products have also been blowing up.
Why it’s happening: TikTok existed during past Olympic Games but wasn’t as pervasive as it is now. A survey of U.S. consumers found that 75% of respondents who plan to watch the games are more likely to get their coverage from influencers and creators than in 2021.
Why it matters: Athletes are no longer just aspirational icons, but influencers and trend-setting fashionistas with a direct link to fans. This is beneficial for brands and athletes, as the former can tap into these devout followings, and the latter can start earning more from the lucrative side hustle.—QH