New Olympic Brand Campaign

Today the International Olympic Committee (IOC) officially launches its new Olympic brand campaign. This launch takes place on

The theme of the campaign is "The Best of Us"

This theme will replace the former one used for the 2004 Olympics in Athens, "Celebrate Humanity". It is a simple, powerful idea that crosses cultures and geographies.  The messaging inspires youth by communicating the Olympic values while motivating them to participate in sport by proving sport can bring out your best.

The objectives of this new brand campaign are to enhance and to render more relevant to the contemporary period the Olympic messages. The intention is also to focus on increasing brand awareness and the appeal of the Games especially amongst the youth of the world.


The IOC seeks to ensure that the core Olympic values and the performances and determination of Olympic athletes will be at the centre so as to positively inspire young people to be the best they can be.

The Olympic brand message has as its primary target, the youths of the world aged between 12 and 19 years and secondarily, adults and parents.

In an effort to lengthen the promotional period between the Games, the IOC will be launching its activities in 2007 with a first TV advertisement on NBC during the IAAF World Outdoor Championships being held in Osaka, Japan. This will be aired on August 26, 2007. The ad will also be available to and aired on the other IOC worldwide broadcast rights holders.

The print campaign of the IOC for the 2008 Olympic Games will start in the 4th quarter of 2007 in Sports Illustrated and other publications within the TIME/SI family and continue through 2008.  The campaign will also consist of a sponsor recognition message as well as an anti-ambush campaign in view of the Beijing 2008 Olympic Games.