The Road to Paris began on Hollywood Boulevard as simultaneous athlete-focused activations strategically engaged the west coast in true Hollywood fashion. First, sport’s biggest stars flipped the script by boarding a double-decker tourist bus specifically routed to appear at L.A. hot spots. Dozens of athletes took their star turn as each arrival was met with media coverage, interviews and autograph sessions. Further, content-generating builds delighted Olympians and fans alike when the Rings Across America Tour returned for its third installment on a smartly designed mobile stage while a branded, built-to-scale Eiffel Tower was utilized for athlete appearances and a monumental promotional shoot at the Universal Studios lot.