PARIS (Reuters) – Luxury giant LVMH’s Berluti brand will design French team outfits for the opening ceremonies of the Summer Olympics and Paralympics, boosting the profile of the high-end menswear brand known for his leather shoes and tailored suits.
“We want to marry elegance and performance,” said Antoine Arnault, CEO of Berluti, one of the five children and heirs of Bernard Arnault, chairman and CEO of LVMH.
Antoine Arnault negotiated an Olympic sponsorship contract for LVMH worth 150 million euros, announced in July.
The Olympics begin on July 26, followed by the Paralympics on August 28, high-profile ceremonies watched by millions of spectators around the world.
Paris, host city of two previous Olympic Games, will once again host the summer competitions after 100 years. The event is expected to attract a large number of spectators and viewers, after the pandemic which disrupted the holding of the competition in Tokyo in 2020.
LVMH’s sponsorship includes its major fashion houses Louis Vuitton and Dior, as well as champagne and spirits brand Moët Hennessy and jeweler Chaumet, which will design the medals for the ceremony.
The group also sponsors athletes, including French swimmer Léon Marchand, gymnast Mélanie de Jesus dos Santos, fencer Enzo Lefort and wheelchair tennis player Pauline Déroulède. Its beauty product brand Séphora will sponsor the Olympic torch relay.
(Reporting Mimosa Spencer; Dagmarah Mackos, editing by Kate Entringer)
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