Sport Meets Style: How Authentic's Brands Activated at the 2024 Summer Games
Au revoir, Paris.
Following an electrifying two weeks of intense competition, the Summer Games concluded with a spectacular closing ceremony that celebrated hard work, dedication and athleticism. Athletes and ambassadors from brands including Reebok, Roxy and Quiksilver took the world’s largest stage in sports from surfing and skateboarding to breakdancing, which made its debut this year in the global event. Some even took home top prizes, cementing their places in history as the best athletes in their respective sports. Here’s how sport met style in the fashion capital of the world.
Breaking
Reebok athlete and breakdancer Dany Dann, who competed on behalf of France, took home the silver medal in Breaking as the sport hit the world stage for the very first time. Dann appeared in the final round against Canada’s Phil Wizard, who secured the gold. A trailblazer and international breaking champion, Dann notably earned the gold medal at the French Nationals and European Championships in 2022.
Surfing
Current Surfing World Champion and Roxy athlete Caroline Marks won the gold medal for the U.S. at the Summer Games after conquering the famously perilous waves of Teahupo’o—more than 9,000 miles away from Paris. In the gold medal round, Marks defeated Brazilian surfer Tatiana Weston-Webb with a score of 10.50 to 10.33. With the win, Marks became the second American to win the top award in surfing’s history.
Three other Roxy ambassadors also appeared at the games, including 2024 Tahiti Pro Champ Vahine Fierro, who represented France; Peruvian powerhouse Sol Aguirre, who surfed for Peru; and three-time European Junior Champion Janire Gonzalez, who competed for Spain.
In the men’s competition, French surfer and Quiksilver athlete Kauli Vaast emerged victorious with the gold, while Australian surfer and Volcom athlete Jack Robinson took home the silver medal. Vaast was the first surfer from the French Polynesian island to podium in the sport, and a few days after his win, he surfed down the Seine in France. Robinson also made history with his medal, scoring Australia's highest-ever surfing finish at the Summer Games.
Quiksilver surfer Griffin Colapinto and Billabong surfer Ethan Ewing also competed in Tahiti. Colapinto has been surfing on the World Surf League Men’s World Tour since 2018 and is ranked No. 3 in the world, representing the U.S. A surfer for Australia, Ewing started in the World Surf League in 2020 and had his best WSL performance last year, finishing third on the Championship Tour after the regular season.
Skateboarding
After an impressive showing at the qualifiers in Budapest, Argentinian skater Mauro Iglesias also made it to Paris to compete in the street category. Iglesias has been skating with DC Shoes since 2015 and brought the brand’s signature unmatched style and performance to the world’s greatest stage.
Beyond the Games
Authentic’s brands also activated at the games through advertisements, collaborations and campaigns.
Brooks Brothers x Wonderland
Drawing parallels between the high intensity of the Summer Games and comforts of day-to-day living, Brooks Brothers collaborated with leading fashion media outlet Wonderland to present a special feature spotlighting gymnastics champion Liu Xuan and international fencer Sun Wei. The piece highlights Brooks Brothers’ storied attire and the spirit of the games that is embodied in everyday life—overcoming challenges, breaking barriers and ultimately achieving success.
Aéropostale x Looney Tunes
Aéropostale teamed up with Looney Tunes for an exclusive collaboration to celebrate the Summer Games in Paris. The capsule of tees, hoodies, crew neck sweatshirts, hats, shorts and socks feature iconic Looney Tunes characters such as Bugs Bunny and Daffy Duck along with classic games branding.
Elvis Hit Featured in Ode to Paris and Sport
Elvis Presley’s iconic “A Little Less Conversation” remixed by Junkie XL takes center stage in a short film released by Jacquemus in collaboration with Nike. The song is set to visuals of iconic landmarks in Paris, such as the Eiffel Tower and the Seine, as well as athletes competing in swimming, rowing, football and more sports. Watch the full short film here.