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Team USA puts athletes on the podium in biggest brand platform yet: ‘One for All’

By
United States Olympic & Paralympic Committee, Press Release

The United States Olympic & Paralympic Committee (USOPC) debuts Tuesday an all-new brand platform, “One for All,” showcasing the many powerful stories of the athletes who make up the collective Team USA. Premiering during a time when the power of athletes’ voices has never been more palpable, “One for All'' puts Team USA athletes’ voices at the center, highlighting their personalities and extraordinary athletic ability while gaining a deeper understanding of the people and communities who helped to make it all possible.

The “One for All” anthem film focuses on bringing to life the collective voice of Team USA by providing each athlete a platform to tell the story of their unique Olympic and Paralympic journey. The film features dozens of athletes and highlights the diversity of the team while showcasing a breadth and variety of Olympic and Paralympic sports. Released just 100 days before the Olympic and Paralympic Games Paris 2024, the platform is the first opportunity for fans to get acquainted with those who will represent Team USA this summer in Paris.

“It’s a bold new strategy at work, as we're thoughtfully bringing attention to the diverse personalities and ambitions that drive our athletes to convey a simple, yet powerful message: just one of us can do it for all of us," said Jess Park, Chief of Brand & Fan Engagement, USOPC. "’One for All’ is a chance for Americans to connect with the athletes’ stories that speak to them in a personal and authentic way. It’s an opportunity to “find their ones'' and follow these athletes on the Road to Paris.”

Developed in partnership with Wieden + Kennedy New York (WKNY), “One For All” reintroduces Team USA to the world with a bold storytelling approach demonstrating the power and diversity of Team USA. Complete with real fans in the film, it unlocks the power of shared experience, emotion and expression, showing how those tuning in can be connected by sport.

“This brand platform is based on a simple truth: Team USA is the largest, most diversely talented team of athletes on planet Earth,” said Brandon Henderson, Co-Chief Creative Officer, W+K New York. “The creative work showcases the athletes and fans side by side and the platform speaks to the power of representation, where at any given event, one athlete can represent all of us.”

The “One for All” anthem will air for the first time during the U.S. Olympic Wrestling Team Trials from Friday, April 19 to Saturday, April 20, with over 60 hours of live coverage across USA Network and Peacock, and consequently during qualifying events and trials through June. The creative will be featured throughout all fan-facing touchpoints, including Team USA social channels, merchandise, signage and beyond in the States and in Paris during Paris 2024.

Extending the “One for All'' campaign on social, Team USA Studio will begin rolling out a variety of content series across Team USA’s channels. From motherhood to comeback stories, Team USA’s headline series “Athlete Voices'' invites athletes to voice their own stories. As the road to Paris continues, athletes will discuss the unique things that connect them in “What Connects U.S.” and get surprised with good-luck messages from Olympic and Paralympic legends in “Passing the Torch.” Personalities will be center stage as athletes sound off using the iconic Team USA Mega Mic and sit down with Ari Chambers to have scroll-stopping conversations in “The Pod.” As the Games approach, Team USA Studio will roll out more content on what “One For All” means to each athlete.

A consistent message of support for Team USA, “One for All” will remain through the Olympic and Paralympic Winter Games Milan Cortina 2026. To learn more about “One for All” and cheer on Team USA athletes, visit TeamUSA.com/OFA and follow @TeamUSA on Instagram, TikTok, Facebook and X.

About USOPC: Founded in 1894 and headquartered in Colorado Springs, Colo., the United States Olympic & Paralympic Committee serves as both the National Olympic Committee and National Paralympic Committee for the United States. The USOPC is focused on protecting, supporting and empowering America’s athletes, and is responsible for fielding U.S. teams for the Olympic, Paralympic, Youth Olympic, Pan American and Parapan American Games, and serving as the steward of the Olympic and Paralympic movements in the U.S. For more information, visit TeamUSA.com.


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