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At the Tokyo Olympics, medals were presented on a fan-shaped tray made of recyclable thermoplastic polymer. In Paris, they will be carried to the podium on a Louis Vuitton tray covered in the brand’s signature Damier canvas. Parent company LVMH, a premium partner of the Olympic Games in Paris, revealed the design alongside the 1920s-inspired outfits designed for the 515 volunteers selected by the Paris 2024 organizing committee to present the medals. Antoine Arnault, the group’s head of communication, image and environment, said it was a “subliminal” way for the brand to participate in the sporting event without using a logo. ”We found this way to be present that is very discreet and at the same time, paradoxically, very visible,” he said. #branding #sports #sponsorship #luxury #advertising #events