When the 128-year-old ship Belem sailed into the southern French port of Marseille on a radiant May day two months before the opening of the Paris Games bearing the Olympic flame, LVMH was already on board.
The Belem docked amid fireworks, fanfare and a flyover by Rafale fighter jets as Olympic swimmer Florent Manaudou carefully unwrapped the Olympic torch from its custom-made Louis Vuitton trunk to begin the torch relay on French soil, sponsored by LVMH-owned beauty retailer Sephora.
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