Olympic Games (2024) – Page 9

Olympic Athletes Unbox Their Sponsored Merch on TikTok

Athletes are unboxing sponsored merchandise and sharing try-on hauls on TikTok, featuring brands like Nike and Lululemon.

By Sadiba Hasan

Here’s why, and how the balance of power between individual brand and company brand is changing.

By Vanessa Friedman

The French agency L’AM specializes in connecting elite athletes with luxury fashion brands.

By Tina Isaac-Goize

The reaction to the conglomerate’s involvement in the Games has been relatively — and surprisingly — free of criticism, yet the stakes are high.

By Claire Moses