A global gold rush is changing sport
A brawny armada of athletes from more than 200 countries will sail down the Seine on July 26th, as part of the opening ceremony of the Paris Olympic games. From the Mongolian team in embroidered kaftans to the Canadians in Lululemon bomber-jackets, the procession is designed to symbolise the gathering of every corner of humanity. The message to audiences (and corporate sponsors) is clear: in a fractious, divided world, nothing unites people like sport.
