LVMH Faces Criticism as Paris Olympic Medals Decay

Designed by a jeweler in the possession of the French luxury giant, the Olympic medals are deteriorating, prompting silence from LVMH.

Noteworthy Corporate Influence in the Games

Seldom has an individual corporation permeated the Olympic arena like LVMH, representing France’s wealthiest lineage. As the foremost sponsor, LVMH's presence was omnipresent. Prestigious champagne flowed in exclusive areas, French competitors donned threads from its Berluti line, and Louis Vuitton luggage made declarative appearances, hinting at potential Olympic guidelines breaches.

A Prominent Role in Medal Crafting

However, its involvement notably extended to the creation of medals by Chaumet, a prestigious entity under the LVMH umbrella. Athletes aimed for these gold, silver, and bronze treasures, only for the disclosed reality.

Athletes' Outcry Over Medal Quality

In the wake of the Olympics, over a hundred athletes have raised concerns about their medals disintegrating. French swimmers Clement Secchi and Yohann Ndoye-Brouard unveiled their award's state on digital platforms, while American fencer Nick Itkin showed his tarnished bronze on Instagram shortly after the Games.

Historical Context of Medal Failures

While Olympic medals have required replacements before, such as during the Rio Games in 2016, never has a company aligned its brand as intimately with the symbols of athletic achievement.