On the field and in our workshops, artisans and athletes prepare for the Olympic and Paralympic Games Paris 2024



With 300 days to go before the Olympic Games Paris 2024, LVMH has released its ‘Playing Field’ campaign.  

On the field and in our workshops, athletes and artisans alike are preparing for the marquee event of 2024! To spotlight their shared quest for excellence, LVMH has released a new campaign as part of its partnership with the Olympic and Paralympic Games Paris 2024, entitled ‘Playing Field’.  

The campaign features two high-level disciplines – sports and craftsmanship – where artisans and athletes pursue their endeavors with great passion. This passion leads to all victories, small or large, in the quest for perfect gestures and surpassing limits that will thrill the public during the Olympic and Paralympic Games Paris 2024. They will all be proud ‘Artisans of All Victories’ at this major global event.  The campaign spans multiple formats. In a series of videos, the gestures of couture and leather goods artisans fluidly metamorphose into those of athletes as they train for swimming, wheelchair basketball or gymnastics events. Display and print formats showcase the materials used by the LVMH Group’s artisans – fabrics, leather and pigments – which morph into unexpected playing fields for the athletes. A clay-colored makeup palette, for example, transforms into an amazing tennis court. 

The partnership between Paris 2024 and LVMH resonates with the Group’s mission, ‘The Art of Crafting Dreams’. As premium partner of the Olympic and Paralympic Games Paris 2024, LVMH will play a major role by sharing the excellence and craftsmanship of its artisans for key celebratory moments throughout those Games. Our artisans will make our Group ‘The Artisan of All Victories’. This unprecedented collaboration will contribute to heightening the appeal of France and Paris around the world. It carries on the active support that LVMH and its Maisons have for many years provided for high-level sports and the most prestigious international competitions.