There are very few truly global cultural moments. The Olympics is one of them. Individually, every athlete showed a remarkable display of human spirit. Collectively, they represent a much-needed optimistic global narrative. One that inspires connection, progress and hope. There wasn’t much brand activity that jumped out this year, but there’s a lot that brands can learn from the athletes if they want to get people behind them and make a positive cultural impact. Here are 3 things that stood out:
1. Humility at its finest
There’s nothing I love more than an athlete thrilled with a silver or bronze medal. It’s a rare mentality in sports to aspire to anything but number one, and one of many examples of the Olympics celebrating success beyond winning. Sure the golds are exciting to watch, but check out Aleksandra Jarecka’s reaction to Poland’s first ever medal in women’s fencing. What a sight it was seeing the pole vaulters line up to spur on Mondo Duplantis as he broke his own world record, or the unwavering support for the final Bhutanese marathon runner crossing the line. One of the most iconic images of the games was the Biles-Chiles bow down to Brazilian gymnast Rebecca Andrade. A powerful message that even the GOAT with 7 gold medals in the bag can admire the success of her opponents. Even the fans were getting into the spirit, with the humble humour of ‘Sad to announce I didn’t make the Olympic team’ content. These videos, showing their own gymnastics fails and diving flops, were a hilarious and beautifully self-deprecating way of honouring the achievements of the Olympic athletes.
2. Strength diversified
Elite mums have had a real moment this year. Amber Rutter of Team GB won silver in shooting just 3 months after giving birth and Mathilda Hodgkins-Byrne won rowing bronze whilst her two year old son cheered her on. We even saw a fencer competing 7 months pregnant. Yes you read that right, 7 months pregnant.
More broadly, female athletes are steadily becoming more open and listening to their unique physical needs - be it ACL injuries, tampons, or using the first on-site breastfeeding room and nursery at an Olympics. When these needs are recognised and researched at an elite level, there’s a trickle down effect that benefits us all.
The Olympics is a platform for so many people to witness women excel physically. The more we see it, the more we accept the diverse reality of power and athleticism.
3. Ultimate redemption stories
2024 has been the year of the comeback.
No, not just for Celine Dion, but for many athletes who’d been at the point of no return - down to lifestage, injury or mental health challenges - but found it in themselves to get back to peak performance.
Think Tom Daly, who after years of ‘retirement’ realised he wasn’t quite ready to hang up his trunks and turned his form round in months to come second in the synchro. Or Simone Biles (again, of course) after the Tokyo experience she described as ‘a trauma response to abuse’ not only racking up the golds but beaming through every performance.
I got chills when Adam Peaty stepped out with ‘Into the light’ emblazoned across his stomach and secured a silver after one of the darkest chapters of his life. Their tenacity was on a different level, proof that that greatness is enduring but not linear and that low points are not the end point.
The Olympics are a microcosm of humanity and culture and it’s finest. There was so much for brands to be inspired by in Paris this year. A welcome reminder to be humble. To respect the competition and not overstate your importance in people’s lives. To make an effort to understand the reality of your audience’s struggles. To not only reflect diversity but actively serve it. And to persevere. It’s possible to turn rejection and irrelevance around to find your place in culture once again.
By Rebecca Geiringer
Strategy Director at MullenLowe