From chocolate muffins to anti-sex beds – how athletes bank on TikTok to promote their brand

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From chocolate muffins to anti-sex beds – how athletes bank on TikTok to promote their brand
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Stars like Simone Biles and Coco Gauff have joined in the fun on TikTok, while other non-household names have shot to internet fame at the Olympics.

PARIS – When Norwegian swimmer Henrik Christiansen set off for a training camp 3½ weeks before the Paris Olympics, he had 3,000 followers on TikTok. But a chocolate muffin changed everything.

Christiansen believes that social media has changed the way athletes interact with others, saying: “I feel like as professional athletes, we are a part of the entertainment industry… This also makes it so that people get to relate to us in a different way. While certain restrictions remain to protect the interests of media rights holders and sponsors, athletes are now allowed to post sport-related content, including the opening and closing ceremonies, the Olympic village, and training venues.

Dikec’s nonchalant pose and casual style have made him a hit online, while netizens drew comparisons to Kim’s futuristic shooting gear and composure to that of a sci-fi assassin.

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