The Paris Olympics marked the first Games since COVID-19. As I watched the games and followed on social media, I noticed the partnerships and campaigns that were gaining attention.
My master's thesis focused on FIGS and Michelob ULTRA, two of Team USA’s partners, and how they created campaigns surrounding the Paris 2024 Olympics to engage new markets. Both brands were selected since the 2024 Olympics marked their first year partnering with Team USA. I analyzed their increased brand visibility, strategies for connecting with diverse audiences and the overall impact of their Team USA partnerships on brand visibility and growth.
Lastly, I proposed a new brand partnership for LA28 with Strava—an app that creates a worldwide fitness community with over 135 million athletes and in 195 countries.
