Decathlon x Paris 2024: “Yes, the rain helped us […] This is a Decathlon umbrella »

2024-08-07 19:32:46

Photo: Paris 2024/Tom Lefèvre/Louis Lefèvre

Decathlon has done a great job as a partner of the Paris 2024 Olympic and Paralympic Games, especially thanks to the volunteers for their clothing.

To find out more about this global partnership and to make a preliminary assessment, we asked Virginie Sainte-Rose, Director of Partnerships for Decathlon x Paris 2024, a few days ago at the French Club. a question.

Sport Buzz Business: Decathlon is an official partner of the Paris 2024 Olympics. Do you feel this enthusiasm too?

Virginie Saint-Rose: So far, so good! The volunteer clothing was a huge success. At the French Club, the playground works very well. today (Friday editor’s note)this is a key moment as our captain Teddy Riner will compete in the finals at 7:00 p.m. We pray and we have great confidence in his talent.

We’ve also seen people’s enthusiasm for the Olympics, and the licensed products are working very, very well. Once installed, it barely leaves.

SBB: For Decathlon, are these Olympics “can’t miss”, even though the company has long avoided sponsorship?

VSR: This is an opportunity for us. Decathlon has long been a fairly discreet company, and its communication is through its products. The brand says the product speaks for itself. There, we decided to do something different. The product is still very important, but beyond the product, there’s something that needs to be told that explains how we work, who we are, and be very precise about our role as designers. Finally, and maybe we haven’t stated enough about our role as designers, we have athletes working with us to develop our products. For example, our products made it possible to break the French women’s marathon record, such as that of Méline Rollin. Decathlon has 800 engineers.

Ultimately, the purpose of the Olympics is to open up to the outside world. These competitions are international, global events that allow us to say who we are without having to pretend.

“We give our all to the range of volunteers”

SBB: What are the expected results and goals in France and internationally after the Olympics?

Vibration aging: In France, we are looking for a change of mindset, and Decathlon is well known and loved. We are partners because it happens at home and we are also somewhat important in this multisport topic with Olympic ideals, a rather comprehensive approach to sports that changes humanity. It was a speech that resonated with many of us. It’s also an opportunity to better address the goals of young people and 15-25 year olds, but not just because Decathlon is for everyone.

Image credit: CIO/Getty

VSR: What about internationally?

Vibration aging: We are very influential in Europe and Spain. But overall there is a lack of awareness of who we are and what we do… The exhibition with 45,000 volunteers was great and there was real enthusiasm across the range.

Later, I kid you not, the visibility of the young man at the opening ceremony wearing volunteer clothing with our logo was amazing when he was holding a Thomas Bach umbrella…and a Decathlon umbrella at that! Yes, the rain helped us, but the march had already started and there were volunteers on board. We also designed the equipment for the torchbearers. One thing’s for sure, when Louis Vuitton artistic director Pharrell Williams donned this uniform, we thought to ourselves, we’re not completely off the mark… Snoop Dogg also wore the costume, as did the final torchbearers, including our ambassador Teddy Riner.

1.5 billion viewers watched the awards ceremony and the torch relay… which still gave a small breakthrough in international popularity!

We offer our volunteers everything, we invest our best designers, our best expertise, we give meaning with our belief, 53% is made in France and we ask for 30%… For For the distribution of clothing, we received volunteers from UFR STAPS at the University of Paris-Cite, the oldest university training physical education and sports teachers. From the beginning, we had support because we were delivering an experience. This is a source of great pride for all internal employees.

The team of 40 people is dedicated to partnerships and our goals are dual. We have this sales target, but we also have a brand image. After the Olympics, we will be conducting measurements with Nielsen to understand the impact of the partnership on brand awareness, number of touchpoints and more.

Games are adventures, especially human adventures. For the athletes, the public, the staff… and for the volunteers! ✨

To remember these adventures and encounters, we left them some cameras! 📸
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The game is all about… pic.twitter.com/yARg5V3q9R

— Paris 2024 (@Paris2024) August 1, 2024

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