There are many ways to describe Paris 2024 ? people-focused, disruptive, elegant, enthusiastic, impassioned, idealistic, audacious, rational ? but really, the brand is just quintessentially French. It combines images with playful audacity. It juxtaposes modernity with timeless heritage. It draws on a whole spectrum of inspiration and operates where boldness meets originality. It promotes a positive, fraternal image of sport that is deeply in touch with reality.