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Fashion Triumphs and Missed Opportunities at the Paris Olympics

Olympics viewership surged past expectations, but fashion brands largely failed to seize the moment beyond sportswear giants like Nike and official partners like Louis Vuitton and Ralph Lauren.
A collage of images from the 2024 Paris Olympics.
Fashion moments at this year's Olympics were more sparse than previously expected. (Instagram/Getty Images)
By
BoF PROFESSIONAL

The summer Olympics in Paris are a pivotal moment for sportswear brands of every stripe, and this year proved to be the biggest. Average viewership for the first ten days of the Olympics reached 33 million, up 80 percent from the 2021 Tokyo games, according to data from NBC Sports.

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Further Reading

Inside Fashion’s Biggest Olympics Ever

Long the marketing domain of sportswear giants, the 2024 Olympic games in Paris are seeing an influx of fashion advertisers who are getting creative in how they capitalise on one of the few remaining events with massive global impact.

Indie Brands Are Making This Fashion’s Biggest Olympics Ever

Canada, France and Ireland are among the countries working with home-grown fashion talent to create uniforms for their teams at this summer’s Olympic Games. For these small labels, it’s an unprecedented opportunity to capitalise on one of sports’ largest events.

About the author
Malique Morris
Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

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