Bridgestone prepares for Paris 2024 with Olympic athletes Adam Peaty and Charlotte Worthington

Bridgestone is a Worldwide Olympic and Paralympic Partner for the Games of the XXXIII Olympiad Paris 2024, the third Games of its association. The tyre manufacturer is launching its “Prepared to Perform” campaign with its two UK ambassadors; the five-time Swimming medallist, Adam Peaty, and Freestyle BMX gold medallist, Charlotte Worthington. Bridgestone will present insights from its ambassadors on some of the aspects of their preparation, starting with the process of visualisation, a technique employed by many athletes to cultivate a heightened state of mental awareness.

Adam Peaty OBE, defended his 100m breaststroke title at the Olympic Games Tokyo 2020, making him the first ever British Swimmer to defend an Olympic title. On visualisation, Peaty said: “Visualising is key to figuring out what I need to do in the water, where my body should be and what my mind should be doing. It helps me prepare, just before I perform.”

Bridgestone ambassador, Charlotte Worthington, Olympic Games Freestyle BMX gold medallist (Photo: Bridgestone)

Charlotte Worthington MBE won the Olympic gold medal in the inaugural Women’s Cycling BMX Freestyle event at Tokyo 2020, becoming the first woman in history to land a 360-degree backflip in competition in the process. She said: “After a long time without competitions in the pandemic, I started using a specific technique to prepare for Tokyo. I put headphones in with sounds of old contests and listened to the crowds cheering and my name being called out. I have my eyes closed and I would practice being up at the top of the ramp and calming myself down, preparing to perform my run. I then visualise myself executing the run that I will perform in competition. Visualisation definitely takes practice; the more you do it, the easier it gets. When you then find yourself in a high-stress situation, you get a sense of déjà vu because you’ve been there before.”

Bridgestone Olympic, Paralympic Games commitment

Being a Partner of Paris 2024 offers Bridgestone a powerful association with the Games. But it says it is also about committing to make the games different, more responsible and useful to all of society. Bridgestone says it shares common values through mobility, innovation and sustainability with the Olympic and Paralympic Games.

“It is so exciting seeing our ambassadors prepare to perform at Paris 2024 and being able to support them on this journey. They leave no stone unturned and leave nothing to chance, and we are proud of both of them,” says Helen Roe, consumer & brand sponsorships marketing manager at Bridgestone.