The Olympics will look a little different this year – for starters, the logo will trick most viewers into thinking they are stuck in 2020. After being postponed due to the pandemic, the Tokyo Summer games chose not to update their branding which will surely confuse many people around the world.
This has been just a part of their PR nightmare as they gear up to host elite athletes from across the globe. Following uncertainty around the pandemic and if the Summer games would go on, many brands opted not to partner with the Olympics on major advertising buys and promotional blitzes. It will be interesting to see if this impacts their viewership numbers compared to the last Summer games.
One person is leveraging the Olympics in her favor who has already landed Gold-Medal-Worthy headlines is none other than Kim Kardashian, who’s Skims line is the “official underwear of the US Olympic Team.” We’ll stay tuned to see how brand partnerships like this impact viewership – or underwear sales – while we cheer on Team USA.