Breakdancing Merch Bummer

Breaking

I was ready to buy Olympic merch!

When it comes to breakdancing merch for its Olympics debut in Paris the marketing folks at the IOC really missed the mark.

Before a recent trip to Paris my husband gave me a wishlist (all sports-related) of items to look out for while there.

At the top of the list was "any sort of gear with the official Olympics breakdancing event logo on it," ideally on a t-shirt or hat.

After extensive searches all through the streets and stores and malls of Paris I found... a sticker, and a pin, at the Eiffel Tower gift shop. Apart from that, nothing, nada, rien.

If the IOC really wanted to broaden their appeal among younger and urban (and 80's nostalgic) demographics why would they not be offering hats, hoodies, shirts with the breaking icon on it? And imagine how much fun their designers would have coming up with derivative DJ and hip-hop related products. The rings as turntables? That would be a hit. The sport name “Breaking” in graffiti by a Paris street artist?

When it comes to seizing the opportunity the IOC performed the opposite of a power move here, they froze. They didn’t even make the podium for a medal in branding and merchandising opportunities.

I worked up this quick comp with my photography of street art, which could have been ideas for posters in the Metro and around town. They didn’t even have the Olympic mascot breaking on t-shirts, stickers or any merch. I found this tiny icon buried on their website.

Don't miss your time to shine, I am available for consulting, design work, fruitful conversations… pattie@tealbranding.com

#branding #ideation #innovation #audienceengagement #engagement #streetart #graffiti #urban #newsport #marketing