Lesser known sports stars are showing off Olympic Village life and captivating people with ‘joyful relatability’
Olympic hauls were once the preserve of triumphant athletes showing off their medals, but now every Olympian is getting in on the act by posting videos of themselves unboxing
The Team USA rugby player Ilona Maher, was “the breakout star of Tokyo Olympics on TikTok,” according to Rollo Goldstaub, the app’s head of sports partnerships – she now has over a million followers and her content has amassed over 95m likes. “She just did incredibly well by being herself, being creative, inspiring, joyful and fun,” he added. Maher has already been creating reams of content in 2024, including videos riffing on the idea of the Olympic Village asvilla.
Many participants will be hoping to capitalise on this fortnight of hyperattention. “These athletes, and particularly those in lesser-funded sports, now face explicit pressure, whether from their own federations or from sponsors they want to entice, to get out there and share their stories on social,” said Gilbertson. “Unlike a World Cup where the men or women are really well known, some of these athletes, you can walk past them on the street and not know who they are,” said Goldstaub.
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