SIU PRSSA Southern Illinois University Public Relations Student Society of America
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The Olympics is the most significant athletic competition in the world. It’s the moment athletes from 206 countries worldwide have been training for their entire lives, and viewers around the globe look forward to every two years. For 17 days, the world prioritizes the Olympics. Tv shows go on hiatus, and all eyes are on the Olympics. This shift in public focus is an excellent way for brands and companies to gain exposure during one of the most prominent worldwide events.
The PR teams of most major brands and companies are all vying for a chance to showcase themselves in a positive light on the biggest platform in the world. Kim Kardashian’s team is no exception to this tactic. Kim Kardashian’s team is no exception to this tactic. Kim Kardashian’s brand SKIMS was announced as the official loungewear brand for female athletes on Team USA for the 2022 Winter Olympics. Before this announcement, Kardashian and the rest of her family were embroiled in consistent controversy. Between cheating scandals, looming divorce proceedings, allegations of cultural appropriation, and more. The family was experiencing a significant PR nightmare.
The announcement of this partnership was a meticulous PR move to shift the headlines away from the controversy. The partnership and accompanying PR strategy was a smart move for not only Kim Kardashian but the entire Kardashian family and their brands. The headlines featuring Kardashian changed by announcing that Skims would be the official loungewear brand for the Tokyo 2020 Summer Olympics and the 2022 Beijing Winter Olympics. Kardashian talks about female empowerment, inclusivity for Paralympic athletes, and patriotism in the announcement.
From a PR standpoint, this was precisely the makeover the family needed. Kardashian showcased herself and her brand in an all-new light by partnering with the Olympics. This type of PR strategy is just one of the many ways brands can use the Olympics to polish their image and increase sales for their brands.
