They won’t be surfing on the Seine, but athletes will be breaking, kiteboarding, and competing in kayak cross at the 2024 Olympics.
Coming off the 2020 Tokyo Olympics—the least-watched on record—the International Olympic Committee saw the need to attract a younger audience. So it launched a new brand platform this month, “Sport. And More than Sport,” leaning into the stories beyond the games. Throw in Team USA and NBC’s Roblox collab and social media brand activations that have some already calling this “the first TikTok Olympics,” and the Olympics are officially in full youth-engagement mode.
