Like quadrennial FIFA World Cup and annual Super Bowl advertisements, Olympic season brand watching has become a part of the lead up to the Games every two years.

Brands

Perhaps no company generates the anticipation to Olympic Games’ ads better than P&G and its biennial Thank You, Mom tear-jerker videos. The latest arrived on Wednesday with 100 days to the Games:

Other brands – and Team Canada partners – that got in on the 100 day countdown action includes Sport Chek. They created this video featuring Rio hopefuls, including double Olympic medallist swimmer Ryan Cochrane:

 

Heading to the sunny beaches of Brazil, shades will be high on the list of many athletes and general travellers. Oakley sent its Team Canada Olympic collection (see them all here) to several athletes. Olympic champ Bruny Surin wasn’t shy to share his sharp new look on Twitter:

Countries

Team Great Britain kicked off its 100 day to Rio 2016 celebration, with the unveiling of its new adidas team kit for the Games this summer (see Canada’s Olympic kit released two weeks ago here).

Unveiled. Our kit for #Rio2016 is here. @adidasUK #100daystogo #BringOnTheGreat #GoTeamGB

A photo posted by Team GB (@teamgb) on

Meanwhile, New Zealand created a video that showcased the thousands of hours of training across the country put into reaching the Olympics 100 days away.

Australia’s video highlighted its younger athletes selected for Rio 2016, as well as pieces from this summer’s Olympic team kit.

Many cities celebrated 100 days to Rio by lighting up landmarks in the colours of Brazil, including Budapest. The Hungarian capital is one of the four cities bidding to host the Games in 2024.

Athletes

Brands worked with Team Canada athletes like winter sports star Kaillie Humphries, who met up with Rio 2016-bound Rosie MacLennan to learn about what it takes to be an Olympic trampoline champion.

Diving Canada’s Fab IV – Meaghan Benfeito, Roseline Filion, Jennifer Abel and Pamela Ware – posted a photo with their mothers quoting P&G’s thank you mom video.

It takes someone strong to make someone strong. #thankyoumom

A photo posted by Meaghan Benfeito 🇵🇹 (@megbenfeito) on

Several, athletes including Olympic decathlete and world silver-medallist Damian Warner relived London 2012, as they got ready for the Games this summer.

Time flies. 100 days to Rio! ⌛️ #RoadToRio #Rio2016 #100DaystoRio #TrackandField #Decathlon #Polevault

A photo posted by Damian Warner (@damian.warner) on

Canada

Not to be outdone by its international peers, Team Canada released a video titled Ice in our Veins…

…and a contest where one fan can win a trip for two to Rio de Janeiro for a part of the Olympic Games through the Canadian Olympic Club and Team Canada partners CoSport and RBC.

Enter to win a trip to Rio 2016

Rio 2016 Contest