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Decryption- Mascots, keychains, pins in the shops… tourists and French people alike want to take home a souvenir of this historical event. But beware of the parallel market, which has sniffed out the opportunity to profit from sales through fakes.
At the intersection of Winston Churchill Avenue and the Champs-Élysées, a few tourists wait in front of a beige wooden building. Inside, T-shirts printed with the Olympic rings still smell of plastic from the packaging they just removed. And with minutes to go before the Paris 2024 flagship store opens, sellers are still busy on the shelves, checking the labels one last time, refilling the bins with Phryges one last time.
Tony Estanguet, president of the Olympic Organizing Committee, made a special trip to attend the opening ceremony at the end of June. Cutting the ribbon beside him was Édouard Bardon, licensing director for the 2024 Paris Olympics, who was previously the derivative product manager for the French Tennis Federation and Roland Garros, responsible for promoting the Olympic brand. The executive expects turnover from 2024 Olympic products to reach 2 billion euros. “This is only 5% of the Olympic budget”which he minimized during the store’s opening, which will be open seven days a week until September 17.
This does not prevent Cojo from displaying the Olympic brand in various forms…
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