What the Troubled Tokyo Olympics Means for Brands

Last March, Japanese luxury skin care brand and official Olympic partner SK-II staged a takeover of New York’s Times Square with 22-year-old American gymnast Simone Biles, whose fans gathered to watch an animated film, starring her, unfold across the hub’s iconic billboards. The rest of SK-II’s six-part “VS” series, exploring societal pressures faced by female athletes, was scheduled to launch in the months leading up to the quadrennial sporting event.

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