LVMH's Mr Olympics Antoine Arnault talks about gearing up for the Paris 2024 opening ceremony, and why the honor of dressing Team France has given him the cold sweats.
Its wines and spirits will be served in hospitality areas, and it has sponsored top athletes, either at group level or through Vuitton and Dior. And let’s not forget the opening ceremony on Friday, in which those two brands should play a starring role.
WWD: Luxury brands are making inroads into the sports sector. Why is it important for LVMH to make its presence felt in this segment?The role of our houses in sports is not something recent. At the beginning of the 20th century, Jean Patou designed a pleated skirt for Suzanne Lenglen, disrupting the sporting codes for women at the time.
As Bernard Arnault and I have said, our aim was not to place our logo here and there. We wanted to contribute with the universal language of creation. WWD: At 150 million euros, it’s a sizable investment. What impact do you expect over time, particularly in the perception of your brands as cultural brands? With this partnership, we wanted to underline that LVMH is, above all else, a group of artisans and incredible creative talents. That’s what we wanted to convey with ourAs I’ve said before, we do not expect any impact other than contributing at our level to the success of the Olympic and Paralympic Games.
First, we made a donation of 200,000 euros, which in the first year has financed more than 1,300 sports club memberships for children and young people.
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