Athletes are unboxing their Olympic gear on TikTok. Brands like Lululemon, Nike, SKIMS, and Ralph Lauren are gearing up for the Olympics by sending sponsored merchandise to athletes. (After all, athletes are influencers!) By partnering with Olympians, these brands are tapping into their dedicated, often young, fan base. Many of the items in athletes’ “haul” videos are available for purchase online, with some brands creating dedicated Olympic collections. These videos are receiving well over a million views on TikTok, though this is leading to curiosity among viewerss about what happens to the excess merchandise after the Games conclude. (NYT)
đź“Š YPulse data: 66% of 13-39-year-olds would be more likely to buy a product if their favorite athlete promoted it
