Nike outpaced luxury brands in Olympics earned media

Nike x Jacquemus Credits: Courtesy Nike



In a striking demonstration of marketing prowess during the 2024 Olympics, Nike has emerged as the clear leader in Earned Media Value (EMV), according to data from WeArisma, an earned media analytics platform. The sportswear giant generated 238.8m dollars in EMV, outperforming high-end fashion houses Louis Vuitton and Dior.


Nike's success stemmed from its adept use of Olympic ambassadors and engagement with broader cultural narratives. Basketball icon LeBron James proved particularly valuable, contributing $21m in EMV through 9.6m social media engagements.


Luxury brands also made their mark, with Louis Vuitton and Dior achieving EMVs of 63.4m dollars and 61.5m dollars respectively. Their strategies encompassed both direct ambassador posts and secondary influence through press and celebrity discussions. Louis Vuitton's innovative showcase of the Olympic torch in its signature trunk design exemplified this approach.


Adidas, while trailing the leaders with 29.9m dollars in EMV, demonstrated the efficacy of focused ambassador collaborations. The German sportswear company derived 61 percent of its total media value from first-degree influence - direct posts from ambassadors' social media accounts. Key partnerships included Pharrell Williams, who wore Adidas while lighting the Olympic torch, and athletes Rebeca Andrade and Tom Daley.


Other notable performers included Ralph Lauren, which saw a 30 percent increase in mentions and a 15 percent rise in EMV as Team USA's primary fashion partner. Samsung leveraged the global appeal of K-pop, collaborating with South Korean boyband TXT on an Olympic anthem, resulting in 42.3m dollars in EMV.


Building communities and cultural relevance




Jenny Tsai, CEO and Founder of WeArisma, commented: "The buying journey has become more multi-faceted and driven by inspiration, exploration, community, and loyalty. The Olympics is a key event for brands to be part of the culture and embrace communities and the ambassadors that have influence."


While Nike dominated the EMV rankings, some analysts suggest Adidas may be the true victor. The company's strategic focus on Olympic ambassadors and cultural moments has yielded significant gains in engagement, potentially offering a blueprint for maximising impact in global events.


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DVF to bring operations in-house under new CEO

DVF founder Diane von Furstenberg and the brand’s chief executive officer Graziano de Boni . Credits: DVF.



DVF founder Diane von Furstenberg and the brand’s chief executive officer Graziano de Boni have announced that the label’s operations are to be brought in-house again following four years of outsourcing under a Chinese firm.


The transition, which is expected to be complete by the end of 2024, will shift more responsibility onto de Boni, who had taken up the helm position of the 52-year-old brand back in October 2023.


He joined the company after setting up the Boni Consulting firm in 2018, a move that was preceded by various leadership roles at other luxury labels, such as Valentino, Prada and Armani.


On his appointment, de Boni, who oversees all aspects of the business, said in a release: “When I joined DVF 10 months ago, I was asked to develop a plan for the legacy of the brand.


“Immersing myself into the history of DVF, I found not only the iconic wrap dress that continues to sell after 50 years, but also the vast archive of prints and fabrics that revealed a unique and strong design vocabulary.”


Glamel to continue distributing to Greater China




De Boni added that he also felt the “authentic personal relationship multi-generational women have with DVF” was all relevant for “today’s digital-first landscape of retail and social media”.


He concluded: “Regaining control of the design and narrative of our brand was the first necessary step to reimagining our business model for the future.”


DVF has been under the direction of Chinese distributor and now former licensee Glamel, which managed the brand’s global business from the end of 2020.


While a partnership in this regard is to come to an end, Belgian designer von Furstenberg said that the relationship would continue through the distribution of the DVF brand in Greater China “for many years to come”.


Expanding on the latest news, von Furstenberg said: “Graziano has spent considerable time this year working with the product and focusing on building the brand strategy.


“To execute on this strategy, it was necessary that our operations return in-house. I am very excited to support Graziano’s leadership redesigning the company as he surrounds himself with talent that understands the zeitgeist of today and respects and appreciates the richness of the assets of the past.”


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Buckle posts Q2 sales and profit decline

Buckle store Credits: 42031454 © Boggy | Dreamstime.com



American fashion retailer Buckle’s net income for the second quarter declined to 39.3 million dollars or 79 cents per share or 78 cents per share on a diluted basis.


Net sales for the quarter decreased 3.4 percent to 282.4 million dollars, while comparable store net sales decreased 6.6 percent. Online sales decreased 15.2 percent to 37 million dollars.


Net sales for the first half period decreased 5.3 percent to 544.9 million dollars with comparable store net sales down 7.7 percent. Online sales for the period decreased 14.2 percent to 81.4 million dollars.


For the first six months, net income declined to 74.1 million dollars or 1.49 dollars per share or 1.48 dollars per share on a diluted basis.


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