Nike has achieved the highest Earned Media Value (EMV) during the 2024 Olympics, surpassing other brands, as indicated by data from WeArisma, an earned media analytics platform.
The sportswear titan generated an impressive $238.8 million in EMV, surpassing luxury fashion brands Louis Vuitton and Dior.
Nike’s success was largely driven by its strategic use of Olympic ambassadors and its engagement with broader cultural narratives. Basketball legend LeBron James played a pivotal role, contributing $21 million in EMV through 9.6 million social media engagements.
High-end fashion brands also made a significant impact, with Louis Vuitton and Dior generating EMVs of $63.4 million and $61.5 million, respectively. Their strategies involved a combination of direct ambassador posts and secondary influence via media coverage and celebrity endorsements. A standout moment for Louis Vuitton was showcasing the Olympic torch in its signature trunk design, highlighting its innovative approach.
While Adidas trailed behind the leaders with $29.9 million in EMV, it showcased the effectiveness of targeted ambassador collaborations. The German sportswear brand derived 61% of its total media value from first-degree influence, thanks to direct posts from its ambassadors. Notable partnerships included Pharrell Williams, who wore Adidas while lighting the Olympic torch, and Rebeca Andrade and Tom Daley.
Other brands also capitalized on the Olympic spotlight. As Team USA’s primary fashion partner, Ralph Lauren saw a 30% increase in mentions and a 15% rise in EMV. Samsung tapped into the global popularity of K-pop, collaborating with South Korean Boyband TXT on an Olympic anthem, which contributed to $42.3 million in EMV.
