According to statistics from WeArisma, an earned media analytics platform, Nike has emerged as the clear leader in earned media value (EMV) during the 2024 Olympics, demonstrating impressive marketing acumen. The sportswear company produced 238.8 million dollars in EMV, beating high-end fashion houses Louis Vuitton and Dior.
Nike’s success was due to their effective use of Olympic ambassadors and engagement with larger cultural storylines. Basketball icon LeBron James was especially important, delivering $21 million in EMV from 9.6 million social media engagements.
Luxury brands also made their mark, with Louis Vuitton and Dior reaching EMVs of $63.4 million and $61.5 million, respectively. Their efforts included both direct ambassador positions and indirect influence via press and celebrity conversations. Louis Vuitton’s inventive use of the Olympic flame in its trademark trunk shape represented this approach.
Adidas, which trailed the leaders by 29.9 million dollars in EMV, exhibited the effectiveness of targeted ambassador relationships. The German sportswear firm earned 61% of its total media value from first-degree influence, which included direct posts from ambassadors’ social media profiles. Key connections included Pharrell Williams, who wore Adidas while lighting the Olympic torch, as well as athletes Rebeca Andrade and Tom Daley.
Other significant performances were Ralph Lauren, which experienced a 30% spike in mentions and a 15% gain in EMV as Team USA’s principal fashion partner. Samsung capitalized on K-pop’s global appeal by working with South Korean boyband TXT on an Olympic song, generating $42.3 million in EMV.
Jenny Tsai, CEO and Founder of WeArisma, stated, “The purchase journey has become more multifaceted, driven by inspiration, curiosity, community, and loyalty. The Olympics are an important event for marketers to be part of the culture and embrace communities and influencers.”
While Nike dominated the EMV rankings, several observers believe Adidas may be the ultimate champion. The company’s strategic focus on Olympic ambassadors and cultural moments has resulted in considerable increases in engagement, potentially serving as a roadmap for maximizing effect at worldwide events.
