The Paris 2024 Paralympic Games are about to kick off, and the message is loud and clear: Paralympians aren’t just participating; they’re competing to win gold. As the world gears up for the games, athletes have taken to social media to assert their presence and remind everyone that the Paralympics are just as intense and exciting as the Olympics.
One of the key themes of this year’s games is the focus on the athletes themselves, showcasing their personalities and talents rather than just their disabilities. This approach has led to a more engaging and edgy marketing campaign, with videos like “Paris 2024: What Really Matters” and “Paris 2024: 100 Days to Go – Welcome to the Paralympics” making waves online.
One such video features Paralympic silver medalist Matt Stutzman, known as the “Armless Archer,” showcasing his skills behind the wheel of a car using only his feet. The video series follows Stutzman, along with other athletes like Chuck Aoki and Scout Bassett, as they share their stories and bond over their shared experiences in sport.
While the International Paralympic Committee has faced some criticism for its approach, spokesperson Craig Spence defends the decision, noting that Paralympians have a great sense of humor and want to be seen as athletes first. The IPC’s TikTok account has also gained popularity for its irreverent content, showcasing athletes like Darren Hicks and Zheng Tao in a new light.
For Stutzman and his teammates, this marketing campaign is an opportunity to show the world that they are not defined by their disabilities but by their incredible athletic abilities. As the Paris 2024 Paralympic Games get underway, the world will see that these athletes are here to compete and win, just like any other Olympian.
