No Mercy / No Malice: Smaller

Scarcity Shift

The perception of the Olympics as a scarce and prestigious event has shifted with the alternating Summer and Winter Games. Scott Galloway and George Hahn discuss how this change has impacted the brand's power, making the Olympics feel less exclusive. Hahn notes, "The key to an aspirational luxury brand is the illusion of scarcity, and the Olympics feel less scarce."

You no longer have to wait four years, now that the summer and Winter Games alternate every two years.

--- George Hahn

This increased frequency, along with the inclusion of professional athletes, has diluted the authenticity and uniqueness that amateur athletes once brought to the Games 1 2.

   

Professional Impact

The inclusion of professional athletes in the Olympics has significantly altered its brand and authenticity. George Hahn reflects on how the presence of professionals has diluted the Olympics' unique appeal, which was once rooted in amateur competition. He states, "The presence of professionals in almost every sport has diluted the brand and the authenticity amateur athletes brought."

The youth focused events added in recent years, including skateboarding and BMX freestyle, cool as they are, don't have the mystique of classic Olympic sports such as track and field.

--- George Hahn

This shift towards professionalization and modern sports reflects a broader trend of the Olympics trying to appeal to younger audiences, yet it struggles to maintain the mystique of its traditional events 1 2.