According to statistics from the earned media analytics platform WeArisma, Nike has clearly emerged as the leader in Earned Media Value (EMV) during the 2024 Olympics, demonstrating their marketing acumen in a stunning display. The sportswear behemoth outperformed luxury designer labels Dior and Louis Vuitton, generating US $ 238.8 million in EMV.
Nike’s clever use of Olympic ambassadors and interaction with larger cultural narratives were key factors in their success. LeBron James, the basketball legend, proved very useful, generating US $ 21 million in EMV from 9.6 million social media interactions.
High-end labels also left their mark: Dior and Louis Vuitton had EMVs of US $ 61.5 million and US $ 63.4 million, respectively. Their tactics included press and celebrity conversations as well as direct ambassador appointments for secondary influence. This strategy was best illustrated by Louis Vuitton’s creative display of the Olympic torch in its iconic trunk design.
Adidas showed the value of targeted ambassador partnerships even if it was below the top with US $ 29.9 million in EMV. First-degree influence, or direct posts from ambassadors’ social media accounts, accounted for 61 per cent of the German sportswear brand’s total media value. Athletes Tom Daley and Rebeca Andrade were important partners, as was Pharrell Williams, who donned Adidas while lighting the Olympic flame.
Other standout performers included Ralph Lauren, the main fashion partner of Team USA, which experienced a 15 per cent spike in EMV and a 30 per cent increase in mentions. Samsung collaborated with South Korean boyband TXT on an Olympic song, capitalising on the global appeal of K-pop to generate US $ 42.3 million in EMV.
