United by Passion

The perception of Olympians has changed – from super to human, less godlike and more relatable. We developed a campaign featuring young athlete’s both sides: the high-performing Olympic side and the human side behind the athlete. And how these sides attract fans from different parts of the world to rally behind them, independently of their nationality.

Additionally, 15 world-class Gen Z athletes– representing nine nations and various sports – served as ambassadors on Team Samsung during the games, inspiring fans through their athletic achievements and community contributions. They will showcase their own unique ‘B-Sides’ to illustrate how they came to be the athletes they are today and the personal passions that have shaped them outside sport.