Following Hong Kong fencer Cheung Ka Long winning the men’s individual foil gold at the Paris Olympics on July 30, Van Cleef & Arpels highlighted his jewelry on Xiaohongshu, linking it to a popular TV drama. Cheung, a brand associate, is shown wearing a Cartier bracelet and rings worth nearly 100,000 RMB ($13,991), drew attention, illustrating how delicate jewelry and intense sports can coexist. Luxury brands, despite not having formal endorsements with athletes like Cheung, benefit from unexpected exposure during major events.