The Olympics motto for the upcoming edition seems to be transitioning from ‘Faster, Higher, Stronger’ to ‘Sicker, Later, Whenever’.

The 2020 Olympics was supposed to be held in Japan before it got postponed due to COVID-19, and that timeline has been limping ever since. 

Japan was adamant till the last minute that the Olympics would be held as scheduled. 

But an unassuming COVID-19 beat a well-prepared Japan to win the gold medal in that game of disruption. 

Immediately, Japan announced that the Olympics would be held in 2021. 

However, the current COVID-19 surges around the world may cause the Olympics to limp again to another date.

Marketers plan for amazing launches, but things don’t always go as planned. 

But great marketers are always ready to fight the good fight and to run the race well to the end, regardless of what is thrown at them.

Just look at how Japan tried to tweak the logo from 2020 to 2021 and still use their existing visual branding.

Great marketers don’t make excuses; they make history.