Due to some embarrassing performances and some fundamental misunderstandings about the culture, breakdancing didn’t exactly get its due at the 2024 Olympics. Taking place at Venice Beach, Florida last month, Red Bull’s BC One did its part to do right by the hallowed hip-hop tradition.

Since 2004, Red Bull BC One has been breakdancing's Super Bowl and Olympics, not only pitting the world’s best breakdancers against each other for B-Boy and B-Girl supremacy, but showcasing the way the art form has expanded from New York City parks to street corners around the globe.

Growth at the expense of respect is typical when hip-hop partners with corporate entities like Red Bull. But, by most accounts, the brand did its part to honor the essence of breakdancing while still appealing to its diverse consumer base. The Olympics fell woefully short.

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