The Olympic Games, once dominated by giants like athletics and swimming, have undergone a transformation. With the meteoric rise of urban sports and a 360-degree coverage enhanced by social media, the Paris Games have marked a turning point in the collective imagination. From day one, our founder and his team have believed that the future belongs to urban sports. That’s why, after more than 10 years dedicated to showcasing them, we are particularly proud to witness their crowning moment. We’re not just talking about the mind-blowing performances of a rising young generation, but also the unexpected moments featuring Hip-Hop icons, the surprise arrival of breakdancing, and the dominance of skateboarding by teenagers—not to mention the growing popularity of urban sports. If you thought the Games were just for purists, it’s time to get up to speed.

• What were the marketing successes of the Paris 2024 Games?
• How did the Games manage to reinvent themselves to reach new audiences?

If you spent the last 15 days off the grid, we’ve prepared a recap of what you shouldn’t have missed.

Adapting to New Realities

In 2014, the International Olympic Committee understood the urgency of rejuvenating the Games by adding sports that truly resonate with younger generations. With the explosive introduction of skateboarding and climbing in 2020, followed by surfing and breakdancing more recently, Paris 2024 wasn’t just another edition of the Games—it was a showcase for disciplines already popular on TikTok and Instagram, signaling the generational shift the organization aims to embrace.

Since the Tokyo 2020 Olympics, which faced unprecedented challenges due to the pandemic, viewers have adapted to a mix of traditional TV broadcasts, online streaming services, and social media interactions. Athletes are no longer just competitors; they are powerful influencers, significantly impacting how audiences connect with the event. The stories unfolding behind the scenes are just as loud as the medals. The Canadian team finishing their skateboarding route after their bus broke down? The iconic image of Brazilian surfer Gabriel Medina? Raygun, the Australian B-girl doing her “kangaroo dance” and achieving instant success, even with a score of zero? Social media was buzzing with these moments. The Olympics gained 27 million new followers—a 160% increase from Tokyo 2020—11 billion interactions, and reached 258 million users. Nearly 10 million tickets were sold for the Paris Olympics, breaking the record previously held by the Atlanta 1996 Games with 8.3 million tickets sold. Proof that adapting is vital. #Paris2024 truly set the standard for adapting to the modern era.

 

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Some Key Highlights:

• The three street skateboarding medalists were all under 16 (Momiji Nishiya 13, Rayssa Leal 13, Nakayama Funa 16).
• In contrast, 51-year-old Andy Macdonald became the oldest skateboarder to compete in the Olympic Games.
• Phil Kim, a 27-year-old from Vancouver known as B-Boy Phil Wizard, won gold in breakdancing for the first and last time.
• Breakdancing will not return for the 2028 LA Olympics
• Slovenian Janja Garnbret, who has won 45 World Cup events and is an eight-time world champion, as well as the Tokyo gold medalist, defended her title in climbing and won gold again.
• Japan’s Yuto Horigome did the unthinkable by taking gold for the second time ahead of Nyjah
• The youngest Canadian athlete, 14-year-old skateboarder Fay De Fazio Ebert, made us proud—the future is bright.
• Arisa Trew won the park skateboarding final at the Paris 2024 Games, becoming the youngest Olympic gold medalist in Australian history. The 14-year-old girl finished with a score of 93.18 in her last run.

 

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Breaking: “Dope” or “Cringe”?

Let’s talk about breaking, aka breakdancing. This sport made its Olympic debut, and let’s just say opinions are… divided. For some, it’s “dope,” for others, downright “cringe.” But one thing is certain: everyone talked about it. The viral moment of the Games? Australian Raygun’s performance, where she followed her “kangaroo dance” with a score of zero. A failure? Not really, as her message about authenticity resonated deeply; many know the feeling of standing before a crowd expecting something from you and falling short.

Closer to home, Canadian Philip Kim, aka Phil Wizard, won gold by defeating the French favorite, making the entire Canadian B-Boy/B-Girl community proud of their flag-bearer. Despite the curiosity surrounding this new discipline, the future of breaking in the Games remains uncertain, as it won’t be included in the Los Angeles 2028 program. This removal raises questions about the Olympic Committee’s commitment to urban sports, and this debate is far from over.

 

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Skateboarding: From the Streets to Olympic Podiums

Skateboarding has become too cool for the organization to ignore. Today, the former bad boy of overprotective parents is in its second Olympic Games and has become a cultural phenomenon too significant to remain sidelined. Skateboarding has had its revenge, establishing itself as one of the highlights of the Games. Not only for its inclusive culture, where athletes as young as 14 can compete alongside pioneers of the sport (like Andy Macdonald), but also for the positive energy that permeates the course. The young Japanese prodigies ‘blew everyone away,’ literally. 14-year-old Coco Yoshizawa took gold in street skateboarding, closely followed by 15-year-old Liz Akama, who claimed silver. At that age, most teens don’t even know what they want to do with their lives, and these girls are already conquering the world. These performances not only captured attention but also brought a younger audience to the Games. Gen Z, often perceived as disconnected from traditional sports, has finally found its place.

 

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BMX and Climbing: A Natural Progression

“Sport must go where the people are,” said IOC President Thomas Bach. “These sports attract the younger generation, and the Olympic program has always been a puzzle with both traditional and innovative pieces.” Sport climbing and BMX, two disciplines that captivate young people, have become logical additions to the Olympic Games. Climbing, in particular, has surprised and won over a new audience, proving it has all the qualities needed for an Olympic sport: interesting, impressive, physically demanding, and with an easy-to-understand scoring system.

New-Type Champions in Paris

The Games no longer take place solely on sports fields; they invade the media like never before. Snoop Dogg, an icon of gangsta rap, became an unlikely but hugely popular Olympic commentator, proving that the Olympics are no longer reserved for sports purists. He won hearts with his hilarious and authentic commentary, even jumping into a pool to have Michael Phelps teach him how to swim. And what about his surprise appearance, dressed as a jockey, during the equestrian events? Snoop Dogg provided special coverage for NBC News and even carried the Olympic torch, marking an important moment for Hip-Hop culture. His involvement is not just symbolic; it also has a strategic impact. By combining his vast media presence with the Olympic platform, Snoop broadened the Games’ appeal, attracting an audience that might not have been interested otherwise. His commentary offers a fresh and realistic perspective that resonates with a diverse audience, showing how Hip-Hop and sports can complement each other meaningfully. And what about the closing ceremony with Billie Eilish and Dr. Dre? Not to mention the trio Angèle, Kavinsky, and Phoenix, whose rendition of ‘Nightcall’ (the iconic song from the cult film Drive) broke the record for the most Shazamed song in a single day, according to Apple. It’s safe to say the Paris Olympics broke popularity records on all fronts.

Not so mention that one of the sports prominently featured in the closing ceremony is skateboarding, with Jagger Eaton skating with the Olympic flag toward the iconic Venice Beach skatepark!

If you missed the closing ceremony, you can catch highlights here.

 

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Young people want sports that resonate with their culture, and the Paris Games proved that you can offer a show that speaks to all generations. This mission of cultivating authentic relationships with the young and the young at heart, by creating bold experiences, has been at the core of all our decisions for the past 12 years.

Paris 2024 will undoubtedly be remembered as the moment when the old met the new, where tradition merged with modernity. The whole world came together not just to watch athletes perform, but to celebrate a sports culture in full evolution, and we’ll be on the front lines, fanning the flames of change.

In 2032, the Games will take place in Brisbane, Australia, with skateboarding, surfing, and climbing confirmed in the lineup. The popularity of action sports is set to continue rising over the next decade, with the potential for skateboarding to become one of the most popular sports in the world.