DBS CEO interviews SG kitefoiler ahead of Paris Olympics

DBS and Singaporean kitefoiler Maximilian (Max) Maeder are partnering up to galvanise youth to believe in themselves and pursue their aspirations, even if it means taking the path less travelled. 

The four-and-a-half-year partnership was announced ahead of Maeder's debut at the Paris Olympic Games. Maeder is currently a two-time and current world champion kitefoiler and an Asian Games gold medalist.

Don't miss: Why the Paralympics' humorous TikTok strategy manages to toe the line 'brilliantly'

The partnership is part of DBS' commitment to work with its stakeholders to spark change and make a positive impact. 

In an interview with DBS CEO Piyush Gupta and Maeder, the pair discussed the parallels between the bank and athletes, and how being empowered to overcome doubt and aim high enabled the organisation and kitefoiler to perform at their highest level. 

Throughout the interview, both Gupta and Maedar emphasise on "trusting their spark" too. 

“I’m very impressed by how young Maeder is driven by an unwavering sense of purpose and by how much he has achieved on the world stage. It gives us great pride in joining him on his journey ahead, both in and out of the water," said Gupta.

"His drive to do better, combined with hard work and determination, resonates with all of us at DBS, young and old alike. These qualities attest to how we can achieve more when we lean into our spark within, believe in it and trust it," he added. 

Meanwhile, Maeder said that Gupta has made him see how his humble efforts in kitefoiling relates to the bank's culture. He said that he has learnt that in navigating the wind and waves, being mentally prepared for uncertain and changing conditions, coupled with the joy he feels while kitefoiling, will also prepare him well to lead a team in the corporate world.

“There was a spring in my step when I left as I now realise there is indeed a bigger purpose in what I am doing - a chance to touch the lives of young people, to share my journey and inspire them to trust their spark and fulfil their aspirations. I am energised about the relationship with DBS, grateful and excited about the opportunity," added Maedar. 

In addition to DBS' multi-year partnership with Maedar, POSB has inked a one-year partnership with Singapore's track-and-field athletes, Ang Chen Xiang and Marc Brian Louis. 

Both athletes embody the spirit of determination, resilience and never giving up, it said in a statement. 

POSB’s support for the athletes underscores its commitment to uplifting the community and empowering every Singaporean to pursue their dreams.

With the Olympics around the corner, Team Singapore has picked MullenLowe and GOODSTUPH to handle its creative campaign at the Paris 2024 Olympic and Paralympic Games with Mullenlowe and GOODSTUPH collaborating on the social media remit of the scope.

MullenLowe will spearhead the overall campaign initiative, aiming to unite the nation behind Team Singapore with compelling narratives and visuals.

GOODSTUPH on the other hand will channel the vibrant energy and enthusiasm of the Gen Z audience on TikTok, creating captivating content that not only engages but also mobilises this dynamic demographic to passionately support our athletes, said Eugenia Tan, managing director of GOODSTUPH.

Photo courtesy Max Maeder, Instagram

Related articles: 
Samsonite SG named official luggage sponsor for Team Singapore at Paris Olympics 2024 
Team SG picks creative agencies for Paris 2024 Olympic and Paralympic Games  
AliExpress unveils global campaign ahead of Paris Olympic Games 2024