As the countdown to the opening ceremony of the Olympic Games Paris 2024 continues, a new brand platform has been unveiled: Sport. And More Than Sport. This platform is designed to capture the essence of the Olympic experience and the impact that sports have on individuals both on and off the field of play. It represents sport as a source of belonging, personal growth, and the pursuit of dreams.
The goal of the Sport. And More Than Sport. campaign is to engage with a younger audience by showcasing athletes, celebrating the joy of sport, and enhancing the overall fan experience. The platform aims to create a deeper connection with young fans who are passionate about sports, entertainment, and the Olympic movement.
A special short film has been created to introduce this new platform, featuring young breaking athlete B-Girl Furia and Olympic gymnastics legend Nadia Comaneci. The film follows their journey from being young athletes with big dreams to becoming champions in their respective sports.
The film highlights how sport has transformed their lives and brought them closer together through their shared love for sports and competition. Set against the backdrop of Paris, which will host the 2024 Olympics, it celebrates a mix of established and new Olympic sports.
Fans around the world can view this film online on Olympic media rights holders’ networks or across social media platforms using @Olympics. This campaign aims to bring excitement to a new generation of fans by showcasing not only athletic achievements but also how sport can inspire personal growth and transformation beyond competition.
Overall, Sport. And More Than Sport. is an innovative way for younger fans to connect with athletes and be inspired by their journeys towards achieving their dreams while promoting physical activity as a tool for personal growth.
