Every bit of the Paris Olympics will signify the French culture and the ethos the land has been carrying through its rich history. The International Olympic Committee and the French government have acted on highlighting those factors as the hosts. But a major responsibility has gone to LVMH, the brand synonymous with luxury. After winning the sponsorship deal for $160 million, the brand vowed to mix sports and glamor at the Paris Olympics, keeping the French bonding unharmed. The extra lights in the City of Lights before the Paris Olympics exemplify that effort. But there’s something more in the story. 

It is not only the Paris Olympics that Bernard Arnault-led LVMH has been chasing. The bag has several more entities related to the greatest show on earth that has attracted the brand’s attention. So is there any chord that the luxury conglomerate is trying to strike at? Let’s dive deeper. 

The Paris Olympics and its characters—LVMH wants it all 

 “To dream, we need inspiration. And what more magnificent inspiration could there be than the values of excellence, courage, hard work, self-sacrifice, team spirit and inclusiveness that define the world of sports?” LVMH explained its reason for inking the sponsorship deal. Not just that, the brand has signed athletes like Leon Marchand, Victor Wembanyama, Carlos Alcaraz, and Naomi Osaka just before the Paris Olympics. As per Robert Daugherty from Forbes, the effort is only to float the LVMH ship on the market. Especially after the first H1 financial report of this year, Bernard Arnault and his colleagues felt the need deeply. 

In the first half of this year, LVMH experienced a slump of 14%, a staggering amount in the brand’s status. The revenue from the product has shown a similar downfall. So in this situation, the marketing strategy displaying the aforementioned names has seemed to be profitable for the brand. Not only that, but in Paris itself, LVMH has acquired several iconic establishments located in the Champs-Élysées. Being the prime avenue of the city, the Champs-Élysées never goes out of visitors’ focus. So the plan is to set up a luxury hotel, the first of its kind, in the house of Louis Vuitton. As per the brand, the accommodation will provide something extra. 

The planned establishment will present the shopping experience for visitors under the same roof. Several other forms of hospitality will also nestle in the same space. The Paris Olympics will allow Moet Hennessy Louis Vuitton to introduce itself as a global brand for luxury and real estate investors. Fame is already on its way, and who does not know that in the marketing world, extra fame often does wonders? But if you think LVMH is chasing only after those names to mix sports and glamor, you could be wrong! On Thursday, Bernard Arnault did something unthinkable. 

A shower of gold medals before the actual show comes 

On Thursday (July 25), LVMH hosted a party at the Louis Vuitton Foundation in Paris, announcing it as the ‘prelude’ to the Paris Olympics. In collaboration with Vogue magazine, the brand brought together notable personalities from the realms of sports and glamour in the grand mansion. The shiny costumes permeated through the atmosphere, but the faces showed that Novak Djoković, LeBron James, Serena Williams, and Naomi Osaka gathered on that starry night. Meanwhile, attendance was no less from Hollywood. 

Director Steven Spielberg came to the venue in his tuxedo. Another director, Spike Lee, did not care much as he presented himself in a summer shirt and hat. Meanwhile, Zendaya and Snoop Dogg joined the guests to celebrate the upcoming sporting event. However, Snoop Dogg found his counterpart in Pharrell Williams, who is also set to carry the Olympic torch on Saint-de-Denis with the Doggfather and perform as well at the inauguration of the Paris Olympics. So was it not the best example of mixing sports and glamor? LVMH is slowly inserting its head into the zone. Whatever the result, the crossover is set to revolutionize sports.