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Summer Olympics

How These Olympic Athletes Are Winning on Social Media

Entertainment, authenticity and community are gaining Instagram and TikTok fame for these 2024 Paris Summer Games athletes

 
Olympic athletes Gustavo Batista de Oliveira, Ilona Maher and Stephen Nedoroscik.
Olympic athletes Gustavo Batista de Oliveira, Ilona Maher and Stephen Nedoroscik.ADWEEK; Emmanuel Dunand/AFP via Getty Images, Alex Ho/ISI Photos/Getty Images, Cheng Min/Xinhua via Getty Images
paul.hiebert2.0
By Paul Hiebert

The Olympics are a global sporting event that celebrates the pinnacle of humanity’s physical prowess. More and more, they’re also an opportunity for athletes to attract a ton of new followers on social media.

America’s favorite pommel horse specialist Stephen Nedoroscik’s Instagram follower count increased by more than 1,200% between July 25, the day before the 2024 Paris Summer Games began, and Aug. 1, according to social media management platform Dash Hudson. Brazilian cyclist Gustavo Batista de Oliveira has also experienced a surge of admirers on the Meta-owned platform.

British hurdler Lina Nielsen and American rugby player Ilona Maher, meanwhile, have attracted millions of views on TikTok during the same period.

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paul.hiebert2.0

Paul Hiebert

Paul Hiebert was ADWEEK's deputy editor of special projects.

@hiebertpaul| paul.hiebert@adweek.com
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