LVMH is extending its hold on Paris 2024. The luxury group has announced that it will collaborate on the so-called “victory ceremonies” of events at the Olympic and Paralympic Games (OPG). The company, which is a premium partner of the sporting event, will dress French athletes in Berluti outfits during the opening ceremony on July 26. Dior, the second brand of the LVMH group, will also be involved, said Antoine Arnault, director of image and environment within the group, without revealing the content of this « contribution »during a press conference on Tuesday, July 2.
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LVMH will also participate in all the medal ceremonies. And the group even managed to highlight its flagship brand Louis Vuitton, despite the duty of neutrality incumbent on equipment suppliers of the International Olympic Committee (IOC).
Indeed, the luxury giant will equip the 515 volunteers responsible for presenting the medals to the IOC members, who will hand them over to the winners. It will provide their outfits, i.e. a polo shirt, an off-white cap and loose beige pants. Made from recycled materials, partly in France, these unisex clothes with a retro style, intended to evoke the 1924 Olympic Games, are devoid of logos, in accordance with the Olympic charter, which is imposed on partners and sponsors.
“Hundreds of millions of pairs of eyes will be focused”
However, each volunteer will have in their hands a tray in the brand’s colors. “It’s very Vuitton”agrees Antoine Arnault, director of image and environment for the LVMH group. The brand is also responsible for manufacturing the trunks for transporting torches and medals. The Louis Vuitton workshop located in Beaulieu-sur-Layon (Maine-et-Loire) designed this object in a coated canvas with a beige and brown checkerboard pattern, a design created in 1888, which the LVMH subsidiary affixes to many of its luxury bags and clothing.
Obviously, the use of this highly identifiable canvas, although also devoid of a logo, will allow the brand to promote this range. “Hundreds of millions of pairs of eyes will be focused” of the 322 medal ceremonies at the Olympic Games and the 549 planned for the Paralympic Games, often broadcast on television, Mr. Arnault recalled. The audience promises to be record. In 2021, the Tokyo Olympics attracted 3.05 billion unique viewers, according to the IOC.
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Asked how Louis Vuitton managed to be indirectly present on the runways, despite the ban on sponsors putting their brand logos on the products they supply, Mr Arnault said: ” that we could see a trick “, emphasizing how this means is ” very discretly “. According to him, he is “It is important that the LVMH group is also present during the sporting ceremonies” and not just during the opening ceremony.
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