Together with
The Future. LVMH has struck a roughly $166 million deal with the Paris 2024 Olympic and Paralympic Games to become one of the games’ “premium partners.” The deal, which will certainly make the Paris games the most fashionable in history, may also be a key feather in Antoine Arnault’s cap as he vies for his father’s throne.
Paris players
LVMH is keeping things “Made in France” with its sprawling new Olympics deal, putting its armada of luxury labels to work.
- Louis Vuitton, Dior, and Berluti will provide clothing for the French team (the fancy kind, not the performing kind).
- Möet Hennessy will keep the champagne flowing for celebrations.
- Chaumet will create the competition medals and other “silverware.”
The partnership is a big victory for LVMH, which has been pushing hard into sports after Antoine Arnault (CEO Bernard Arnault’s son who serves as the group’s head of communications and image) recently said “athletes [are] getting interested in fashion, and wearing couture brands in a way they didn’t used to,” using things like tunnel walks and travel days as fashion flexes.
So, LVMH has met that demand, inking deals with the Alpine F1 team and the Paris Saint-Germain football club, and even redoing the NFL’s Vince Lombardi trophy.
Talk about style MVPs.
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