The campaign centered on the International Olympic Committee’s "Let's Move" initiative, using the hashtag #JointheGreatness to bridge cultural divides. From parkour in Tokyo to Māori-inspired movement in New Zealand and family competitions in French living rooms, the project emphasized participation over professional athletic achievement. By leveraging a collective social media following of 21 million, the brand transformed personal stories into a continuous montage of global activity.
TCL Connects Global Communities for 2026 Olympic Day
More than 3,000 runners took to the streets of Hong Kong on June 28, capping a global campaign that saw seven creators from five continents document the Olympic spirit. The initiative, supported by technology partner TCL, aimed to move the Olympic experience out of stadiums and into local communities.
In Hong Kong, the atmosphere shifted from digital storytelling to physical exertion. Collaborating with the Sports Federation and Olympic Committee of Hong Kong, China, the event invited residents to run alongside local athletes. TCL, serving as a Worldwide Olympic and Paralympic Partner, integrated its display technology into the narrative by showcasing how Mini LED and RayNeo AR glasses can render the intensity of professional sports within personal spaces. This activity follows earlier promotional efforts in Milan, where the company established a "winter wonderland" ahead of the Milano Cortina 2026 Games, signaling a long-term strategy to embed its brand into the year-round Olympic calendar.
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