It has never been easier to connect brands with audiences, particularly with the integration of technology in everyday life. Digital innovations offer more opportunities to engage and fully immerse people in experiences, and this year's Olympics will be no exception. Brands are embracing the latest technology and adapting to a changing world of innovations to reach their consumers and enhance their experiences, whether they are in Rio or watching from home.
The Olympics are the top thing that any athlete can achieve - every single person who is there is at the top of their game. You see David Beckham and Andy Murray walking around the village and it's incredible. No matter if you have a World or a Commonwealth medal, until you have that Olympic medal people don't say that's seriously impressive. Everyone recognises it, whether you're in sport or not. I felt very privileged to put on a team GB uniform, I felt like I had been given a responsibility - like I have to wear this with pride and it was a very big deal for me.