Though the Olympics need no introduction, some of the hundreds of athletes competing in the games on behalf of Team USA might.

On Tuesday, 100 days out from Paris 2024, the US Olympic and Paralympic Committee (USOPC) rolled out a new brand platform called “One for All,” which highlights the stories of Olympic and Paralympic athletes who will represent Team USA across sports. The platform is meant to get fans better acquainted with the team and keep the games top of mind, according to Jess Park, chief of brand and fan engagement at the USOPC.

“It’s all about being at the center of cultural conversation,” she told Marketing Brew during a Team USA media event Monday. “How do we ignite that talkability of Team USA and our athletes so that we are unavoidable?”

Just like me fr: Olympians—they’re just like us! Not exactly, but there is a sense of universal accomplishment in the states when a Team USA athlete wins a medal, which is at the center of the creative concept for the 60-second One for All short film, Brandon Henderson, co-chief creative officer at Wieden+Kennedy New York, which helped the USOPC develop the campaign, said.

“When one athlete wins, that’s one person representing all of the US,” Henderson said.

• The strategic and creative process took about two years from start to finish, and the creative team wanted to incorporate “the heavy hitters” of Olympic sports just as much as “the ones that are a little on the outside edge,” he said.
• The final spot features dozens of athletes from a range of sports including surfing, swimming, track and field, weightlifting, basketball, and volleyball.

The All for One film features Paralympians and Olympians, and one of the campaign’s goals is to “drive awareness and more understanding of the Paralympics,” Park said.

Continue reading here.—AM

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You probably won’t see a Citi Bike used to win any cycling championships, but Citi’s going to the 2024 Paralympics in Paris, anyway.

Citi sponsored Team USA in the 2012, 2014, and 2016 Olympics and Paralympics, after which the banking company pivoted away from the official sponsorship to focus on individual Paralympic athletes.

Almost a decade later, the vast majority of Citi’s Paris 2024 marketing hinges on Paralympians, according to Tina Davis, its head of enterprise marketing and brand engagement.

“When we measured the partnership and we looked at what it did for our reputation, what it did for brand preference, goodwill toward communities, all of that, all those numbers went up, up, up,” Davis told Marketing Brew. “They would go up on Olympics overall, but when you then layered in Paralympics, it was off the charts…Quickly, the Paralympians became our favorites.”

“A different kind of lift”: Citi’s bet on the Paralympics, which Davis said was met with support from the start, was primarily driven by data from its Team USA sponsorship: From 2012 through 2016, the company’s Paralympics spots generally outperformed its Olympics spots, according to Citi. And the investment was also partially mission-driven, Davis added.

“The lift that we got with Olympians was great, but we saw a different kind of lift with Paralympians,” she said. “We saw an opportunity to be one of the leaders of changing the perceptions of people with disabilities.”

Keep reading here.—AM

Another company is jumping on the retail media bandwagon.

Earlier this month, Chase announced the creation of a new business within the company called Chase Media Solutions, which will help advertisers target Chase customers based on their shopping habits.

This isn’t entirely new: Chase has been in the business of retail media for at least five years, since it introduced Chase Offers in 2018, a program that lets advertisers offer cashback and discounts to Chase customers, in-app or online. But Chase Offers had previously been handled entirely by a third party, Cardlytics.

With Chase Media Solutions, the company is getting more directly involved, and Chase will soon handle the targeting on its own. (That’s due in part to the company’s 2022 acquisition of the card-linked offers company, Figg.)

Because it’ll no longer rely on a third party to serve and target ads, Chase will be able to offer more granular targeting to advertisers, Rich Muhlstock, president of Chase Media Solutions, told Marketing Brew. (Cardlytics will continue to help Chase “bring advertisers onboard,” he said.)

“We provide a certain level of detail to a third party where, if it’s in our own walls, we can actually give a more detailed view of who the consumer is to target, but more importantly, we can better personalize the offers,” he said.

Read more here.—RB

Stories we’re jealous of.

• The Atlantic wrote about how static pricing could be a thing of the past.
• The New York Times profiled Sky High Farm Universe, an upstate New York farm, brand, charity, and art project that has worked with brands like Converse, Nike, and Erewhon.
• The NYT also wrote about why the phrase “we are so back” is, well, you know.