
Published 26 July 2024
The world of pop culture is gearing up for a Paris 2024 Olympics takeover. From Olympians lining up to win at TikTok trends to broadcasters going big on companion content and a bullish Nike ad about winning at all costs, we take stock of key developments on the eve of the event.



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‘Passion tracking’ apps and online platforms cataloguing pop culture interests (e.g. film, books, gaming) represent a surging desire for an alternative to established social media, populated by hobbyist fans seeking depressurised, algorithm-free communion. We decode a scene offering a wealth of audience intel for...