As Jamaica gears up to support its athletes in the 2024 Paris Olympics, local designer Chad Hammond’s winning creation is set to shine on the world stage.

In Red Stripe’s Guh Fi Gold and Glory Olympic campaign label design competition, Hammond’s design, ‘Pride of the People’, captured the essence of Jamaica’s vibrant spirit and national pride.

Announced on February 7, Hammond’s victory earned him J$500,000 and the honour of having his design featured prominently in the Olympic Village in Paris. Hammond’s win celebrates Jamaican artistry and symbolises the nation’s unwavering support for its athletes as they prepare to compete for gold and glory.

“My design ‘Pride of the People’, depicts a crowd of loud and proud Jamaicans, celebrating the giants born and raised where we were, who worked extremely hard to show the world what Jamaica is made of. The design represents those who represent the best of us,” Hammond shared.

Hammond’s design celebrates the achievements of our Jamaican athletes while honouring Jamaica’s rich culture and extensive athletic history. It embodies the rallying cry of Jamaicans, symbolising how the entire nation comes together to celebrate their own.

In explaining the inspiration behind his design, Hammond believes that glory is nothing without the people who celebrate it, capturing the essence of the Guh Fi Gold and Glory Olympic campaign. The winning design pays homage to the significant moment when Jamaicans stopped to cheer in the heart of Half-Way Tree during the 4x100m men’s relay in 2012 when Usain Bolt secured the world record for Jamaica. 

Fittingly, on July 3, Hammond received the first of the Olympic-curated packages, featuring his design on the special edition tall boss bottle, a Red Stripe tumbler, and a copy of the Usain Bolt-produced Team Jamaica song ‘Jamaica All the Way‘.

“I am elated to see my design associated with the legendary Usain Bolt and beer giant, Red Stripe. Holding the items in my hand is the best feeling. My design is the collective celebration of Jamaicans eagerly anticipating their athletes’ dominance in the upcoming Olympic Games,” Hammond shared after being surprised with the package.

“This global phenomenon is one our little island revels in, and the Red Stripe ‘Guh Fi Gold and Glory’ Olympics campaign is about creating that rallying cry behind our athletes. Our hope here at Red Stripe is that we can represent Jamaicans on the global stage to help cheer on our team,” Red Stripe brand manager, Nathan Nelms, added.

Hammond’s designs can be found on limited-edition tall boss bottles and Red Stripe six-packs in supermarkets, the Olympic Village in Paris, and other spaces that Red Stripe occupies globally.

As the world turns its eyes to the 2024 Paris Olympic Games, Chad Hammond’s design will not only be a symbol of Jamaican pride but also a testament to the power of creativity and national unity. 

His journey from a passionate designer to an internationally recognised artist inspires all Jamaicans, showing that with talent and determination, our dreams can truly come to life on the global stage.