The Paris Olympics delivered spectacular sports performances and remarkable viewership numbers, yet the fashion sector struggled to capitalize on this high-profile occasion. With an average viewership soaring to 33 million during the first ten days, up 80 percent from the Tokyo Games, brands like Nike and official partners Louis Vuitton and Ralph Lauren took the lead. Nike’s ambassador, Simone Biles, triumphed, securing four medals and showcasing her brand on the winners’ podium.

Other brands made their mark, too. Lacoste celebrated Novak Djokovic’s gold medal win, while Fila gained traction through a viral image of South Korean shooter Kim Yeji sporting their jacket. Amid the luxury fashion capital, brands such as Omega displayed their logos prominently at events.

Notable highlights included LVMH’s engagement, particularly via Louis Vuitton’s medal trays and Berluti’s attire for the French team. However, the opportunity for broader participation fell short, with many brands missing the cultural moment. Social media coverage of VIP styles was limited, despite earlier successes at events like Wimbledon that set expectations for the Olympics.

The long-standing tradition of August holidays in Europe possibly contributed to this gap. Many influential fashion figures were absent from the event, while prominent celebrities like Rihanna were also notably missing. Ralph Lauren had some success with Team USA’s opening ceremony outfits, drawing media impact but lacking aggressive social media marketing.

As fashion brands look ahead to the Los Angeles Olympics in 2028, there’s a strong desire to seize opportunities for enhanced visibility and engagement in the celebrity-centric dressing that surrounds these monumental events.