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Olympics, Athlete & Brands Authenticity
Welcome to this week’s edition of Authenticity Report.
Going For Gold 🥇 : This week, we explore the ongoing 2024 Paris Olympics, where the authentic stories of athletes and supporting brands shine, embodying the true spirit of the Games.
Our roundup explores the impact of authenticity, featuring Volkswagen's empowering campaign, the importance of real connections, and how Yelp is using AI to enhance user experiences while staying true to its roots.
This Week’s Report
—> Olympics - Athletes & Brands
—> Authenticity Roundup
—> Top Voices
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Read Time: 2.5 mins
| Olympics - Athletes & Brands
The Paris Olympics in 2024 is shaping up to be a true celebration of sports, where the stories of athletes will shine through.
Take Simone Biles, for example, who is making a comeback after stepping away from the Tokyo Games due to mental health reasons. Her journey to Paris is about more than just winning; it's about resilience and overcoming personal challenges. Similarly, our good friend, skateboarder Andy Macdonald, at 51 years old, is competing against teenagers in his event, proving that age is no barrier to pursuing your passion. And the national hero, French swimmer Florent Manaudou, winning more golds in his home country, is a reminder of the dedication athletes bring to the Games.
These athletes' stories highlight the real spirit of the Olympics—determination, passion, and the pursuit of dreams.
The competition itself is set against the beautiful backdrop of Paris, with events taking place at iconic locations like the Eiffel Tower and the River Seine. This setting adds to the authenticity of the Games. The intense battles in track and field, swimming, and gymnastics showcase the hard work these athletes put in. It's not just about winning; it's about pushing themselves to be the best they can be, which is what the Olympics are all about.
On the commercial side, big brands like Nike, Toyota, and newcomer Figs are playing major roles in the Paris Olympics. Nike, for example, has long been associated with the world’s top athletes, and their sponsorship helps her continue to inspire others.
Toyota, a worldwide partner of the Olympics, is focusing on sustainability and mobility by showcasing their electric and hydrogen-powered vehicles, which will be used throughout the Games to reduce the carbon footprint. Figs, known for its innovative medical apparel, provides gear for healthcare professionals working at the Olympics, ensuring that those caring for the athletes are also supported. These brands aren't just about making money—they're about supporting the athletes and what the Olympics stand for.
Figs x Paris 2024 uniforms
The challenge for future Olympics is to maintain this balance between the athletes' stories and the commercial side.
If brands focus on supporting the athletes and promoting the values of the Games, they can add to the authenticity rather than diminish it. The Paris Olympics has the chance to show that, even in a world driven by commerce, the true spirit of the Olympics—excellence, respect, and friendship—can still shine through.
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| Authenticity Roundup
This week's curated reads from web
branding
• Volkswagen Celebrates Female Empowerment
Volkswagen's latest campaign, directed by Olivia Wilde and created by Johannes Leonardo, highlights female authenticity and energy by focusing on a young girl’s perspective. This innovative approach, which contrasts with typical car ads, aims to resonate with the brand's tradition of challenging norms while celebrating the freedom and ingenuity of women and girls.
Read More → little black book
business
• Why Being Real Makes You Better
Authenticity is a powerful tool for personal and professional success, allowing individuals to stand out and make meaningful connections in a world often dominated by superficiality. By embracing and demanding realness, leaders and individuals can foster environments where genuine communication and progress thrive.
Read More → forbes
technology
• Yelp’s AI Evolution: Keeping Reviews Real
Yelp's Chief Product Officer explains how AI is making Yelp better by improving how users find what they need and making the experience feel more personal, all while keeping the authenticity of real user reviews. Even with these new AI tools, Yelp stays true to its main goal: helping people connect with local businesses through honest, human-generated content.
Read More → techcrunch
 | Authenticity 500 Index We analyze the top authentic brands - Patagonia, Ben & Jerry’s, Vans, Nike, and In-N-Out Burger- to uncover the secrets behind their success. |
| Check Out Past Reports
🧼 Dr Bronner's : Brand Transparency
| From Our Partner
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| Top Voices
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