Belgium’s campaign for the 2024 Paris Olympics officially began on Thursday, spearheaded by the Belgian Olympic and Interfederal Committee (BOIC) under the slogan 'Together we’ll make history.'
The BOIC’s goal for Paris 2024 is surpassing the seven medals and seven fourth places that Belgian athletes garnered in Tokyo.
With fewer than 300 days until the Games begin, the BOIC aims to create a buzz among the Belgian public for the world’s biggest sporting event, set for 26 July to 11 August next year, especially since it will be hosted by a neighbouring country.
In a video produced by the BOIC, scenes of some of Belgium’s top athletes, such as Nafi Thiam, Remco Evenepoel and the Belgian Cats, are interlaced with images of fans. Set against the soundtrack of 'Victory' by Leuven singer and songwriter Daan, who also provides a voiceover for the video clip, the campaign seeks to stir emotions.
“Sport is an emotion,” says Dieter Reyntjes, marketing and communication director at BOIC. “We want athletes and supporters to feel the same emotions simultaneously, and together form Team Belgium.”
According to the BOIC, research shows that athletes perform 8% better when they receive support as they compete. As a symbol of this encouragement, the BOIC highlights the “embrace” in a choreography where two hands are crossed over shoulders.
“It’s a show of solidarity,” BOIC General Director Cédric Van Branteghem insists. “I hope it will be a strong symbol that fans will also adopt.”
