Photo by Philippe Servent

You're going to be seeing a lot more sports-driven capsule collections by luxury brands leading up to the 2024 Olympic and Paralympic Games—at least by those under the LVMH umbrella of brands. The French luxury conglomerate headed by the second (at the time of writing) wealthiest man in the world has signed on as a Premium Partner of the Paris 2024 Games.

"This unprecedented partnership with the Paris 2024 Olympic and Paralympic Games will contribute to heightening the appeal of France around the world. It was only natural that LVMH and its maisons be part of this exceptional international event. The values of passion, excellence and inclusion championed by high-level sports are cultivated each day by our teams, motivated by an unwavering desire to surpass limits. Sports is a tremendous source of inspiration for our maisons, which will unite creative excellence and athletic performance by contributing their savoir-faire and bold innovation to this extraordinary celebration," says LVMH chairman and chief executive officer Bernard Arnault.

The deal means that LVMH and its groups of luxury brands—across fashion, jewellery, cosmetics, and wine and spirits—will partake in key moments throughout the Games.

Parisian jeweller Chaumet is tasked with crafting the Games' medals that will be received by athletes who have proven their mettle and skills in each event. LVMH's drinks division with Möet Hennessy wines and spirits will take charge of the hospitality elements for guests as well as athletes. During the Olympic Torch Relay, Sephora is set to organise activations for the public at stops as well as key locations along the route.

View this post on Instagram

A post shared by Leon Marchand (@leon.marchand31)

On the fashion front, Louis Vuitton, Dior, and Berluti are set to announce their activations that will be scheduled all the way till the opening ceremony of Paris 2024. While little is known about the exact plans, it's been reported by multiple media sources that there's the possibility that the brands will be sponsoring uniforms. What LVMH has announced in its official press release is the 'Artisans of All Victories' principle that will guide the group's decision to support individual athletes too. The first is Léon Marchand—the 21-year-old who is France's leading hope for a medal in swimming.

As Premium Partner, LVMH is also dedicated to not only support professional athletes but also prospective ones. The group will partner French non-profit organisation Secours populaire français in support of a program to facilitate access to sports for underprivileged youths aged between 4 to 25. The aid will include funding for sports association memberships, training programs and beginner classes.

View this post on Instagram

A post shared by Louis Vuitton (@louisvuitton)

LVMH is by no means a stranger to the sports arena, especially in relation to its luxury fashion maisons. Louis Vuitton, for example, has continuously partnered up with big-named sporting events the likes of the Rugby World Cup, Davis Cup, Formula 1 Grand Prix de Monaco, as well as the 2022 FIFA World Cup. The maison also most recently signed tennis player Carlos Alcazar as its house ambassador, days before he became a Wimbledon champion.

The Paris 2024 Olympic and Paralympic Games will mark LVMH's biggest sporting event partnership yet. Not only will they be watched by an estimate of over 13 million spectators and 4 billion television viewers worldwide, it will also be the first time that the Games are hosted by Paris in 100 years.