The initiative kicks off in the People's Republic of China with an inspiring short film that embodies the distinctive spirit and emotion of the Olympic Games. "Sport. And More Than Sport." is a new Olympic brand positioning that highlights the multifaceted nature of the Olympic experience and the wide-ranging impact of sports and the Olympic Games on individuals both on and off the field.

It celebrates not only the thrill of competition but also the deeper values of belonging, human connection, personal growth, and the pursuit of dreams. It aims to bring the Olympics closer to people's hearts and lives by emphasising the joy and entertainment of sports and the fan experience.

The Olympic Friend Programme was established to invite notable individuals from outside the sports world to join the Olympic Movement and promote its values. Actor Jackson Yee from the People's Republic of China features prominently in this brand platform as an Olympic Friend and contributed to the design of the local "Sport. And More Than Sport." logo.

By focusing on "friendship," "unity," and "happiness," he infused his personal insights into the logo, aiming to capture the Olympic spirit and its significance beyond sports. Participants in the Olympic Games mini-program on WeChat have a chance to win prizes, including the official mascot of Paris 2024, the Phryges.

Sports create lasting memories and shining moments that stay with people throughout their lives, much like past Olympic Games remain vivid as we approach the Paris 2024 Olympics this summer. This enduring spirit is depicted in a short film, now available on IOC's Weibo and social media channels under the hashtag #morethansport, complementing a global film launch.