Read previewThe Coca-Cola Company is leveraging the 2024 Paris Olympics to connect with Gen Z as it approaches 100 years of sponsoring the Games. In Paris, Coca-Cola organized six free concerts to appeal to younger audiences during the 2024 Olympic Games and Paralympic torch relays. Though the company said it considers Gen Z when creating campaigns, its Olympics marketing caters to all audiences. The Coca-Cola CompanyCola-Cola chose the athletes it's working with based on whether they share the same values as its campaign, "Celebrating Everyday Greatness." As such, Ross said an athlete doesn't have to be a gold medalist or have a huge social-media reach.

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Persons: —, Powerade, Brad Ross, Ross, Brooke Raboutou, Jordyn Barratt, Simone Biles, Katie Ledecky, Bianca Costa, Angela Ruggiero, Sarah Rice, Athing Mu, Alex Morgan, doesn't, Manolo Arroyo Organizations: Service, Cola Company, Games, Business, Cola, Paris Games, International Olympic Committee, North America, Olympics, Olympic Games, US Olympic, Coca, Olympic, Paralympic Games Locations: Costa Coffee, Paris, North, Lujipeka, Costa, South Africa, New Zealand, France, India, US