The Olympic Spirit
It wasn’t the gold medal winning performances of these athletes that made social media fall in love, it was the characters behind the performances. The Olympic spirit was personified by athletes who were, in many instances, not even on social media. Consumers fell in love with the authenticity of these moments that captured a global audience of commentators, who, through the power and reach of social media, were able to become part of something bigger than the competition.
Unlikely Hero of the Games
‘Pommel Horse Guy’, as he quickly became known, is the US athlete Stephen Nedoroscik. He seemed to be having a nap before he whipped off his glasses to smash out a near perfect performance on the pommel horse to help the US men’s gymnastics team with a bronze medal. The moment went viral, and the ‘nerd’ who solves Rubik's Cubes to relieve stress became an overnight sensation as people celebrated the Clark Kent of gymnastics.
Stephen is using his newfound fame to bring attention to his eye condition, Strabismus, the reason he needs glasses. His authenticity and relatability makes him an ideal brand ambassador. Afterall, he ‘doesn’t look like an Olympian’ according to many social media commentators, which makes his world seem more accessible to the general public, he simply makes them feel represented.
A glasses partnership would seem like the obvious product line for the Olympian to launch, but as we gain greater access to him through the media, his back story may provide some more unexpected future sponsorship or brand partnership opportunities.
Just speculation around who Olympic social media stars should partner with are giving brands exposure before any deals have even signed.
@yahooaustralia Viral #Olympic #polevaulter speaks out after knocking bar with his ‘bulge’ 👀 #paris2024 #parisolympics2024 #parisolympics #yahooaustralia ♬ original sound - Yahoo Australia
Package Deal Speculation
Rumours are rife that an adult entertainment company offered 21-year-old French pole vaulter, Anthony Ammirati, $250,000 to work for them after his ample manhood knocked down the bar causing him to fail to reach the final of the pole vault competition. He may not have made the final but the video made him an overnight internet sensation. He gained hundreds of thousands of extra followers as a result and no doubt there will be brands offering him lucrative ‘packages’ to partner with him in the future!
A Backstage Pass
Athletes creating content behind the scenes in the Olympic village is giving their followers unique access to the Olympics like never before. It’s a backstage pass to a world that the normal person on the street has never been able to feel connected to in such a way previously. This has resulted in articles talking about beauty stations being introduced to the Adidas and Nike athlete houses. But according to a contact at Nike, these have been around for many years. So, it would seem that it’s the beauty content created by the athletes that is creating the new buzz around sport and beauty. This year it’s all about the USA’s Sha’Carri Richardon’s bedazzled nails and Maher’s lipstick.
@henrikchristians1 You guys have no idea the physical toll that three vasectomies have on a person #fyp #olympics #paris2024 #olympictiktok #olympicvillage #muffinman ♬ original sound - gagasfamemonster
Olympian Nutrition
Henrik broke four national records in his discipline but he may forever also be remembered as the muffin man! Brands take note, this incredible athlete ate chocolate muffins, it made people feel represented and it made him relatable. Afterall, who doesn't love a chocolate muffin? Henrik grew his TikTok account as a result of his muffin stories by hundreds of thousands of followers.
Creating a Legacy
This year, Britain’s Andy Murray retired at 37, playing his last match as a professional in the Olympics men’s doubles quarter finals. Legacy Olympians make great brand ambassadors but they are also in a position because they have more time on their hands, to be able to build their own brands.
A few year’s ago Andy posted on Instagram: “After years of being miserable and incapable of smiling I wish I’d known that all I needed was a coffee.” ☕😁
Well Andy, can I suggest your very own coffee brand?
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