Ah, the glitz and glamour of the Olympics! The world might miss it already, but Leon Marchand most definitely doesn’t. At the 2024 Olympics, Leon found himself in a position he was unfamiliar with. It was the beginning of the Olympic season, and Marchand arrived at the Olympic Village. Suddenly, he was taken aback as he saw his gigantic face beaming down at him from the Montparnasse Tower. This might seem like a bit of hyperbole. But rest assured, it isn’t!

The poster was 210 meters tall. And, for someone like Marchand, who is not fond of crowds, this was the kind of introduction he did see coming. Recalling the near-surreal moment, he said, “That was something pretty special for me. We arrived at the Olympic Village by bus four or five days before the start of our Olympic Games. And I saw this tower in the middle of nowhere, so it’s visible from a long way off. From everywhere.” Now, looking back, it almost feels like an eerie foreshadowing for the big things to come, right?

However, it wasn’t an entirely pleasant surprise for Leon Marchand. The picture that hung right in the middle was one of Marchand in his swimming trunks. Imagine standing in your swimming trunks with your face plastered across a major landmark. That can be unsettling to anyone! “I’m in my swimming trunks, a bit exposed, so that’s weird (and yes, I’m spread across 210 meters), so it was quite impressive for me,” he added.

Kudos to Marchand for being so cool about it! However, he candidly went on to add, “I’m not naturally that way. I had to get used to it during the Olympics, but I’m not naturally very comfortable in public. I don’t like to put myself out there. I don’t like being in a crowd.” And just like that, gone were the days when Leon Marchand could roam carefree.

Marchand recently even spoke about how being celebrated for your wins comes with a hefty drawback: “I can’t do my shopping alone. I wear a cap and glasses. I try to hide a little,” he shared. Yet he’s not entirely down about it. “When people do stop me in the street, it’s to say ‘thank you.’ That’s kind, and I take it to my heart.” Stressful, isn’t it? Marchand, however, was not without some support.

Amidst all the chaos of fame, Marchand found some support in the most unexpected places of all. “I felt really supported by LVMH, by Louis Vuitton, so that was very satisfying.” The connection between an athlete like Marchand’s journey and a luxury brand like LV is an intriguing one. What is cooking behind the LV curtains?

A clash of luxury and legacy!

Leon Marchand’s collaboration with Louis Vuitton marks an interesting intersection of sports and high fashion. This partnership between Marchand and Louis Vuitton is not a mere marketing gimmick either. LVMH pooled $160 million into the sponsorship deal. To top it all off, LV chose Marchand as their first sponsored athlete. Talking about the same, the brand went on to say, “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?” But how does Marchand feel about this collaboration?

Leon Marchand recently faced questions about this intriguing partnership. “I think the synergy is really based on the expertise and craftsmanship of all the LVMH and Louis Vuitton products. And they’re always in search of perfection. It’s a lot like us athletes. So many years of work for a finished product,” said Marchand. Truly a moment when luxury shook hands with legacy. But how does a swimmer like Marchand end up amidst the highbrows of fashion?

The past year for Marchand has been both a sports revolution and a fashion awakening. “So, in the last year, I’ve been watching more and more fashion shows, that sort of thing. And also, I’m starting to enjoy wearing things that suit me and make me feel good. So that’s a change,” Marchand added. This cross-over of fashion and swimming could forever change what it means to be an ambassador.

This partnership with Louis Vuitton is a paradigm shift in how the world perceives these athletes. As Leon Marchand learns to navigate this catch-22, he is also simultaneously breaking stereotypes and showing the world that style and substance can go hand in hand.