Victories also have their heralds.


When everything divides us, what are the signs that bring us together today? The French national identity - oh precious sesame of cohesion and solidarity of our beautiful nation - is suffering. Behind it, there are more conflicts than reasons to love each other. France from above vs. France from below, rejection of politicians, polarisation of opinions...

What divides us is multiplying, what brings us together "in joy" is becoming rare. The latest event to date: 15 July 2018, the final of the Football World Cup, 19.3 million French people celebrating, in "cohesion"!

Only sport (or almost) plays today this role of "Gatherer of a nation". The champions are heroes and they are the symbol of collective victory. With them, we forget our dissidences, our social or cultural differences, we share our preferences: "Go Blue" for all!

His secret? To put back in the hands of everyone what really symbolises us and has always done so. Respect for others, solidarity, team spirit. In a society that is losing its bearings, it does us good. It is sporting events that make the flags on the balconies bloom, not elections. They put more blue on people's faces than the 14th of July - the last straw. In fact, if sport is so powerfully effective, it is also due to the failure of other cultural fields. Cuisine, fashion, language, architecture: globalisation is diluting the markers. This is also the case for value systems: nation, religion, work or even family no longer provide as much structure.

 All victories have their heralds. Like heraldry, the designer of yesteryear, marking a set of values by federating and signifying them was the role of these sign-makers. This is the "Let's win together" gesture of Paris 2024... much more than a simple logo, a rallying sign that can be appropriated by everyone. Paris 2024 or French 2024? It's the hashtag #ProudToBeBlue, used more than 1.6 million times during the competition! It's the Place de l'Étoile renamed for a moment « place aux Deux Étoiles » by Volkswagen and Parions Sport. It is the RATP that plays with the names of sportsmen and women in stations (Victor Hugo Lloris !). This is the Mona Lisa first supporter of Les Bleus in the Louvre.

The good news is that it's not going to stop! The moments that bring us together become precious when shared. This is perhaps what explains the success of the organisation of sporting events in the Blue Earth. After the World Basketball Championships in 2015, the Euro football tournament in 2016, the World Handball Championships in 2017, France will continue with the Women's World Cup in football in 2019, the Rugby World Cup in 2023 and the Olympic Games in 2024.

France continues to thrill us by hosting these competitions.
These positive egregores are the symbols that bring us together; they manifest themselves through signs of recognition, they are embodied in our memories as if to keep a fleeting but intense event tangible, a collective joy that we must perpetuate so as not to leave room for all that divides us... A single watchword sticks to our trainers: freedom, equality, design! And long live sport!