ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

With the Olympics postponed, Airbnb is teaming up with athletes to host a virtual summer festival.

With the Olympics postponed, Airbnb is teaming up with athletes to host a virtual summer festival. In a partnership with the IOC and IPC, the travel company is launching the Summer Festival of Olympian and Paralympian Online Experiences, a five-day virtual festival from more than 20 countries. The events will feature workouts, cooking classes, beachside zumba, grand-slam inspired training, and more, led by more than 100 athletes. The festival kicks off later this month, with select events livestreamed on Airbnb, and replayed on the Airbnb and Olympics’ official YouTube channels. Since the start of the pandemic, sports brands have been finding ways to reach young sports fans through virtual events. (Adweek)