Unless you spent the week holed up in your hotel this year at Cannes, you likely crossed paths with at least one professional athlete throughout the festival.
That was, in part, thanks to Stagwell's Sport Beach, a first-time activation that stood out among the usual cabana-style beaches peppered with actors, musicians and entertainment celebrities. The venue, which featured 23 sports, including several playing fields, was one of the most talked-about experiences at Cannes this year. Multiple executives who spoke with Ad Age expressed interest in going to the space throughout the week; Stagwell said more than 5,000 people made their way to its beach by the fourth day of the festival.
Cannes activations are expensive and can be hit-or-miss, as evidenced by Snapchat's giant yellow blight of a Ferris Wheel in 2017. But Sport Beach seemed to be a win for both Cannes goers and the athletes, who said the beach presented a welcome opportunity for them to get in front of potential sponsors and talk directly with brands.