It’s time for LVMH to get into the Olympic spirit

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For the 2023 edition of VivaTech, LVMH, a founding partner of the event, set its sights on sports last June with a dedicated area – the LVMH Court – separate from its flagship stand, which was placed under the sign of dreams. This Monday, July 24, the world’s number one luxury brand made official its partnership with the Paris 2024 Olympic and Paralympic Games. Here’s a look at the French luxury group’s increasingly sporting ambitions.

 

With the Olympic Games just a year away, and having just announced its support for the Paris Olympic Games as a premium partner, the group announced in a press release published on Monday that it will “bring its creative excellence and know-how to the various celebratory highlights” of Paris 2024.

 

Here’s a look back at the group’s recent initiatives in the field of sport, presented at the trade show dedicated to innovation.

 

Innovations dedicated to all sportspeople

 

A few months ahead of the Paris 2024 Olympic Games and the Rugby World Cup, VivaTech, Europe’s largest trade show dedicated to innovation and the startup ecosystem, revealed a timely theme last June: the future of sport.

 

With its sights set on innovation and a leading sponsor of Vivatech since 2017, the LVMH group set up a space at the show for the first time, entirely dedicated to the sports-related innovations of some of its 75 Houses: the LVMH Court.

 

It’s a great way to showcase the ways in which they are improving sporting activities for athletes and amateurs alike.

 

The Make Up Forever cosmetics brand presented AQUA RESIST, its range of waterproof eye make-up. Able to withstand the most extreme conditions, these products have been designed to meet the needs of synchronised swimmers.

 

© Marie Rouge/Vivatech/LVMH

 

For its part, Tiffany & Co showcased its collaboration with Nike, with a pair of the iconic Air Force 1 sneakers revisited in Tiffany blue. But that’s not all: the 5th Avenue jeweller also presented a host of solid silver accessories, including a whistle, a cleaning brush, a shoehorn and lace locks.

 

However, the greatest innovations in the field of sport are to be found in the world of watchmaking, as TAG Heuer and Hublot remind us. Two companies that use innovation to enhance the precision of sports performance.

 

On its putting green, TAG Heuer invited visitors to test its connected watch featuring new functions tailored to golfers.

 

Whether it’s a swing or a putt, the TAG Heuer Connected Calibre E4 Edition Golf automatically records all the essential information – the direction of the stroke, measuring the distance, counting the points – so that the sportsman or woman can concentrate on the pleasure of the game.

 

 

What’s more, it features Full Shot Tracking, so golfers can follow their shots from start to finish and get personalised club recommendations.

 

These are just some of the features that will help golfers pursue their passion for the sport and raise their game.

 

For its part, Hublot celebrated the love of football by presenting its first foray into the Web3 universe: an immersive experience in a 90,000-seat virtual stadium, accessible via a virtual reality headset.

 

© Marie Rouge/Vivatech/LVMH

 

Official timekeeper of the Football World Cup in Qatar, the Swiss watchmaker also released its “Hublot Loves Football Metaverse Stadium”.

 

Within the photorealistic Metaverse spatial.io, designed by architects MEIS, the virtual stadium is inspired by the silhouette of the Big Bang electronic watch.

 

It also features brand ambassadors such as French international striker Kylian Mbappé.

 

This is a sign that the LVMH group also recognises e-sport, the video game competitions played on screens that are estimated to be worth 1.39 billion dollars by 2022.

 

Finally, while sport is played and experienced, it can also be used to share strong emotions, whether or not you are on the pitch. That’s why Le Parisien – Les Echos has created a fan zone showcasing some of the most iconic sports stories of recent years.

 

LVMH and sport: an enduring story

 

Founded in 1987, the LVMH group today comprises a galaxy of 75 Houses, some of which have forged strong links with the world’s greatest sporting competitions over the years. Some have even recruited renowned athletes to embody their image on an international scale.

 

Iconic products are made available to professional sportsmen and women, whether in their practice, their representation or their celebration.

 

In this respect, Louis Vuitton, founded in 1854 – during the golden age of automobile development and transatlantic travel – has a long history of tailor-made trunks, acquired by seasoned explorers and personalities with various links to the world of sport.

 

Less well known is the fact that, since 2010, Louis Vuitton has been supplying trunks designed for some of the most prestigious sporting trophies.

 

Louis Vuitton began its customised creations in the world of football with the FIFA World Cups, a partnership renewed in 2014, 2018 and 2022.

 

Since then, these trophy trunks have conquered other sporting disciplines, such as sailing (2017 America’s Cup), tennis with the 2017 and 2018 editions of the Roland Garros tournament, the Suzanne Lenglen Cup and the Coupe des Mousquetaires de Roland Garros 2017 and 2018. It is also behind the case protecting the famous “Saladier d’argent” of the 2022 Davis Cup.

 

In 2020, Louis Vuitton opened up to basketball with the Larry O’Brien trophy case for the NBA.

 

Motorsport is not to be outdone: since 2021, the Formula 1 Monaco Grand Prix trophy has been presented in a Louis Vuitton trunk.

 

© Marie Rouge/Vivatech/LVMH

 

And after an initial partnership in 2015, Louis Vuitton has become the supplier of the France 2023 Rugby World Cup trophy case, with a bespoke creation that will house the coveted Webb Ellis Cup. Marking a new chapter in the collaboration between Louis Vuitton and the Rugby World Cup, the trophy case is made from Monogram canvas, decorated with the tournament colours and Roman numerals.

 

Louis Vuitton has also opened up to emerging disciplines such as e-sport. The brand made a name for itself by designing the trunk containing the League of Legends trophy, the world’s most popular massively multiplayer online game.

 

© Louis Vuitton x League of Legends

 

Presented at the 2019 League of Legends World Championship in Paris, the initiative was part of an exclusive partnership with games publisher Riot Games. The exceptional showcase designed for the occasion was equipped with five ultra-powerful LEDs and presented at the opening ceremony during the finals of the competition in 2019 and 2020.

 

The House also distinguished itself last April as part of its made-to-measure trunks for private customers, with a case specially designed for golf enthusiasts. Exclusively made to order, the impressive case (144 cm high and 57 cm wide), worth $129,000, can hold 14 clubs, 18 balls and several tees.

 

Last November, the trunk-maker recruited Argentinian professional footballer Lionel Messi for one of its campaigns, immortalised once again by photographer Annie Leibovitz. Alongside another football legend, Cristiano Ronaldo, he re-enacts the epic 2017 chess match between world champion Magnus Carlsen and Hikaru Nakamura, a major streaming star with millions of followers. A symbol of fair play for the trunk-maker, the game ended in a draw. Finally, in June 2023, Louis Vuitton recruited Spanish tennis player Carlos Alcaraz as its latest ambassador.

 

The group’s other Houses are not to be outdone.

 

© Marie Rouge/Vivatech/LVMH

 

Moët & Chandon is closely linked to motor sport celebrations, with the very first edition of the F1 World Championship in 1950 in Reims seeing the winner shake a magnum and spray the audience. TAG Heuer, mentioned above, has strong links to motorsport as the “official timekeeper and official watch of the greatest drivers, teams and championships”. In 1963, Jack Heuer paid tribute to the Panamericana – one of the most dangerous races of all – with the Carrera model.

 

Hublot, hitherto known to football fans as the official timekeeper of the biggest competitions – including the 2023 Women’s World Cup – has for some time been trying its hand at sponsoring sailing. A foray alongside skipper Alan Roura, two-time finisher of the Vendée Globe (12th and 17th), who will be competing in all the races in the Imoca Globe Series championship (Route du Rhum 2022, Transat Jacques Vabre 2023, The Transat 2024, and New York – Vendée Globe 2024).

 

Dior has also made a name for itself in the world of football, dressing the Paris Saint Germain team for their performances and press conferences.

 

© Marie Rouge/Vivatech/LVMH

 

As for Céline, it has just launched a capsule collection called TENNIS, which as its name suggests offers a whole range of outfits dedicated to the practice of this sport.

 

Read also > > LVMH: possible IPO for Birkenstock at over $6 billion

 

Featured photo : © Carolina Arantes/Vivatech/LVMH  [/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]

For the 2023 edition of VivaTech, LVMH, a founding partner of the event, set its sights on sports last June with a dedicated area – the LVMH Court – separate from its flagship stand, which was placed under the sign of dreams. This Monday, July 24, the world’s number one luxury brand made official its partnership with the Paris 2024 Olympic and Paralympic Games. Here’s a look at the French luxury group’s increasingly sporting ambitions.

 

With the Olympic Games just a year away, and having just announced its support for the Paris Olympic Games as a premium partner, the group announced in a press release published on Monday that it will “bring its creative excellence and know-how to the various celebratory highlights” of Paris 2024.

 

Here’s a look back at the group’s recent initiatives in the field of sport, presented at the trade show dedicated to innovation.

 

Innovations dedicated to all sportspeople

 

A few months ahead of the Paris 2024 Olympic Games and the Rugby World Cup, VivaTech, Europe’s largest trade show dedicated to innovation and the startup ecosystem, revealed a timely theme last June: the future of sport.

 

With its sights set on innovation and a leading sponsor of Vivatech since 2017, the LVMH group set up a space at the show for the first time, entirely dedicated to the sports-related innovations of some of its 75 Houses: the LVMH Court.

 

It’s a great way to showcase the ways in which they are improving sporting activities for athletes and amateurs alike.

 

The Make Up Forever cosmetics brand presented AQUA RESIST, its range of waterproof eye make-up. Able to withstand the most extreme conditions, these products have been designed to meet the needs of synchronised swimmers.

 

© Marie Rouge/Vivatech/LVMH

 

For its part, Tiffany & Co showcased its collaboration with Nike, with a pair of the iconic Air Force 1 sneakers revisited in Tiffany blue. But that’s not all: the 5th Avenue jeweller also presented a host of solid silver accessories, including a whistle, a cleaning brush, a shoehorn and lace locks.

 

However, the greatest innovations in the field of sport are to be found in the world of watchmaking, as TAG Heuer and Hublot remind us. Two companies that use innovation to enhance the precision of sports performance.

 

On its putting green, TAG Heuer invited visitors to test its connected watch featuring new functions tailored to golfers.

 

Whether it’s a swing or a putt, the TAG Heuer Connected Calibre E4 Edition Golf automatically records all the essential information – the direction of the stroke, measuring the distance, counting the points – so that the sportsman or woman can concentrate on the pleasure of the game.

 

 

What’s more, it features Full Shot Tracking, so golfers can follow their shots from start to finish and get personalised club recommendations.

 

These are just some of the features that will help golfers pursue their passion for the sport and raise their game.

 

For its part, Hublot celebrated the love of football by presenting its first foray into the Web3 universe: an immersive experience in a 90,000-seat virtual stadium, accessible via a virtual reality headset.

 

© Marie Rouge/Vivatech/LVMH

 

Official timekeeper of the Football World Cup in Qatar, the Swiss watchmaker also released its “Hublot Loves Football Metaverse Stadium”.

 

Within the photorealistic Metaverse spatial.io, designed by architects MEIS, the virtual stadium is inspired by the silhouette of the Big Bang electronic watch.

 

It also features brand ambassadors such as French international striker Kylian Mbappé.

 

This is a sign that the LVMH group also recognises e-sport, the video game competitions played on screens that are estimated to be worth 1.39 billion dollars by 2022.

 

Finally, while sport is played and experienced, it can also be used to share strong emotions, whether or not you are on the pitch. That’s why Le Parisien – Les Echos has created a fan zone showcasing some of the most iconic sports stories of recent years.

 

LVMH and sport: an enduring story

 

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[/vc_cta][vc_column_text]Featured photo : © Carolina Arantes/Vivatech/LVMH [/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”people-in-the-roles” njt-role-user-roles=”subscriber,customer”][vc_column][vc_column_text]

For the 2023 edition of VivaTech, LVMH, a founding partner of the event, set its sights on sports last June with a dedicated area – the LVMH Court – separate from its flagship stand, which was placed under the sign of dreams. This Monday, July 24, the world’s number one luxury brand made official its partnership with the Paris 2024 Olympic and Paralympic Games. Here’s a look at the French luxury group’s increasingly sporting ambitions.

 

With the Olympic Games just a year away, and having just announced its support for the Paris Olympic Games as a premium partner, the group announced in a press release published on Monday that it will “bring its creative excellence and know-how to the various celebratory highlights” of Paris 2024.

 

Here’s a look back at the group’s recent initiatives in the field of sport, presented at the trade show dedicated to innovation.

 

Innovations dedicated to all sportspeople

 

A few months ahead of the Paris 2024 Olympic Games and the Rugby World Cup, VivaTech, Europe’s largest trade show dedicated to innovation and the startup ecosystem, revealed a timely theme last June: the future of sport.

 

With its sights set on innovation and a leading sponsor of Vivatech since 2017, the LVMH group set up a space at the show for the first time, entirely dedicated to the sports-related innovations of some of its 75 Houses: the LVMH Court.

 

It’s a great way to showcase the ways in which they are improving sporting activities for athletes and amateurs alike.

 

The Make Up Forever cosmetics brand presented AQUA RESIST, its range of waterproof eye make-up. Able to withstand the most extreme conditions, these products have been designed to meet the needs of synchronised swimmers.

 

© Marie Rouge/Vivatech/LVMH

 

For its part, Tiffany & Co showcased its collaboration with Nike, with a pair of the iconic Air Force 1 sneakers revisited in Tiffany blue. But that’s not all: the 5th Avenue jeweller also presented a host of solid silver accessories, including a whistle, a cleaning brush, a shoehorn and lace locks.

 

However, the greatest innovations in the field of sport are to be found in the world of watchmaking, as TAG Heuer and Hublot remind us. Two companies that use innovation to enhance the precision of sports performance.

 

On its putting green, TAG Heuer invited visitors to test its connected watch featuring new functions tailored to golfers.

 

Whether it’s a swing or a putt, the TAG Heuer Connected Calibre E4 Edition Golf automatically records all the essential information – the direction of the stroke, measuring the distance, counting the points – so that the sportsman or woman can concentrate on the pleasure of the game.

 

 

What’s more, it features Full Shot Tracking, so golfers can follow their shots from start to finish and get personalised club recommendations.

 

These are just some of the features that will help golfers pursue their passion for the sport and raise their game.

 

For its part, Hublot celebrated the love of football by presenting its first foray into the Web3 universe: an immersive experience in a 90,000-seat virtual stadium, accessible via a virtual reality headset.

 

© Marie Rouge/Vivatech/LVMH

 

Official timekeeper of the Football World Cup in Qatar, the Swiss watchmaker also released its “Hublot Loves Football Metaverse Stadium”.

 

Within the photorealistic Metaverse spatial.io, designed by architects MEIS, the virtual stadium is inspired by the silhouette of the Big Bang electronic watch.

 

It also features brand ambassadors such as French international striker Kylian Mbappé.

 

This is a sign that the LVMH group also recognises e-sport, the video game competitions played on screens that are estimated to be worth 1.39 billion dollars by 2022.

 

Finally, while sport is played and experienced, it can also be used to share strong emotions, whether or not you are on the pitch. That’s why Le Parisien – Les Echos has created a fan zone showcasing some of the most iconic sports stories of recent years.

 

LVMH and sport: an enduring story

 

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[/vc_cta][vc_column_text]Featured photo :  © Carolina Arantes/Vivatech/LVMH  [/vc_column_text][/vc_column][/vc_row]

Picture of Victor Gosselin
Victor Gosselin
Victor Gosselin is a journalist specializing in luxury, HR, tech, retail, and editorial consulting. A graduate of EIML Paris, he has been working in the luxury industry for 9 years. Fond of fashion, Asia, history, and long format, this ex-Welcome To The Jungle and Time To Disrupt likes to analyze the news from a sociological and cultural angle.

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