Among the dozens of sponsors of this summer’s Olympic and Paralympic Games in Paris, one will be by far the most visible and influential: LVMH, the French luxury goods conglomerate. The company has invested 150 million euros ($163 million) in the 2024 Olympic Games, a gamble for a brand that has long marketed its goods to the upper echelons of society. And the company isn’t just putting its name on the event. It is putting its products … well, pretty much everywhere.
Louis Vuitton created the trunk that carries the Olympic torch and the medal trays for the victory ceremonies.