The new Olympic celebrity: athletes become viral icons on social media.

Amidst the adrenaline and competition of the Olympic Games, an unexpected phenomenon has emerged from the hustle and bustle of sporting events: the rise of a new type of celebrity, forged not only in the sweat and athletic effort but also in the immediacy of social media and digital humor. Images and videos of athletes become ideal material for memes, transforming relatively unknown competitors into viral stars. A clear example of this transition is illustrated by the figure of Kim Yeji, a South Korean Olympic shooter. Her video, where she shoots with a style that combines elegance and nonchalance, has been viewed millions of times on platforms like TikTok and Instagram. In just a few days, Kim has become a fleeting icon for many, even though her real name and sporting achievements remain unknown to a large part of the public. This virality has allowed her image and style to become inspiration for costumes, memes, and more. The Olympic Games have sought to adapt to an increasingly young audience by incorporating disciplines like skateboarding and breaking. However, it seems that the ability to generate memes is what truly captures the public's attention. This phenomenon is not new, but it has reached new dimensions on social media. The digital age has turned athletes into figures that are more recognized for iconic moments than for their athletic feats. The phenomenon of fleeting and casual fame is not exclusive to Kim. Throughout past Olympic editions, we have seen how internet culture has catapulted athletes to instant fame. From American gymnast McKayla Maroney, whose disappointed expression in 2012 sparked thousands of memes, to Pita Taufatofua, an athlete whose oiled torso overshadowed his achievements in various disciplines, these examples illustrate the changing nature of celebrity in the sports world. In Paris, several athletes have caught the attention of internet users, including Stephen Nedoroscik, known for his peculiar nickname "the nerdy guy with the horse and bows." But perhaps the most surprising has been the virality achieved by shooters like Turkey's Yusuf Dikec and China's Jiang Ranxin, who have garnered a brief moment of fame simply by executing their discipline. This type of recognition highlights how meme culture can illuminate aspects of sport that would otherwise remain in the shadows. However, behind the laughter and fun generated by these memes, it is important to remember that athletes are human beings with dedication, effort, and sacrifice. The avalanche of viral content can dilute the seriousness of their achievements and the importance of their hard work. Kim Yeji, for example, has not only become a meme object but has also proven her worth as a competitor, having already won a silver medal and continuing her journey in the Games. As the Olympic Games progress and attention shifts to the exciting events of athletics and swimming, it is clear that this new digital celebrity is here to stay. The events unfolding at the Stade de France and the pools of Paris will continue to be watched by millions, but they will also be accompanied by the inevitable wave of memes that will arise from each memorable moment. The Olympic Games, in their current form, reflect a constantly changing world where digital interaction influences how we consume sport. The combination of athletic talent and internet culture has given rise to a new phenomenon that, although fleeting, can change the public perception of athletes forever. Therefore, as we enjoy the competitions and celebrate the winners, let us not lose sight of those who, although not the most well-known, are leaving their mark on Olympic history in a unique way. With each meme that appears, let us remember that behind every image is an athlete who has worked hard to get here. Social media has redefined fame, and the Olympic Games are the perfect stage for this new type of celebrity.