The bold moves that built his empire, now including LVMH’s sponsorship of the 2024 Paris Olympic games, Bernard Arnault offers a masterclass in ambition and strategy.
Luxury’s Grand Entrance into the Olympics with LVMH’s Takeover
The Olympic torch, along with the Olympic medals created by LVMH’s jewelry maison Chaumet, will travel securely in, respectively, custom Louis Vuitton Torches Trunks and Medals Trunks. LVMH’s Samaritaine department store, Louis Vuitton’s headquarters, and LVMH-owned Cheval Blanc hotel will all somehow be making appearances during Opening Ceremony, per reported negotiations, as will LVMH’s beauty retailer, Sephora.
LVMH’s Dior is sponsoring gymnast Mélanie de Jesus dos Santos. Other LVMH properties will either support other athletes or be represented by their employees — pardon, their Artisans of All Victories — who will participate in the Marathon Pour Tous, the first amateur marathon race in Olympic history. Should these athletes inspire you to head back to the gym, perhaps LVMH’s Berluti – the official outfitter of the French Olympic team – can interest you in lacing up in their Skyrunning Leather and Nylon sneakers?The Arnault Family Ambition
“As I’ve said before, we do not expect any impact other than contributing at our level to the success of the Olympic and Paralympic Games. This partnership is not about promoting LVMH, but about highlighting the know-how of our brands and the powerful expression of our creativity. Naturally, I sincerely hope that what we have prepared for the athletes and spectators will live up to expectations, because our primary desire is to bring France’s creative and innovative know-how and craftsmanship to all the moments of celebration of these Games. If the French and the whole world notice and admire this heritage of ours, then we will have succeeded.”
He continues, “Hundreds of thousands, perhaps millions, of people and tourists will come to Paris for the Olympic and Paralympic Games and our stores will be there to welcome those who would like to make a purchase, even if I repeat, financial benefits have never been a goal of this partnership.
