How apparel brands aim to win the spotlight at the Winter Olympics

"Apparel and footwear brands are skating into the spotlight at this year's Winter Olympics and Paralympics in Italy - and they're determined to nab a win in one of the world's leading fashion hubs. As the clock ticks down to Milan-Cortina 2026, companies are putting out products for athletes and consumers alike. EA7 Emporio Armani, Ralph Lauren and Lululemon are designing uniforms for Team Italy, Team U.S.A. and Team Canada, respectively. Salomon is providing jackets and boots for 18,000 volunteers at the Olympics and Paralympics. Pajama brand Dagsmejan is partnering with the Swiss National Ice Hockey Team and providing athletes with sleepwear and eye masks. And, earlier in January, J.Crew and Skims each revealed apparel lifestyle collections - the former, with U.S. Ski & Snowboard, and the latter, with Team U.S.A."

"The Winter Olympics and Paralympics will take place from Feb. 6-22 in Milan and Cortina d'Ampezzo. Compared to the Summer Olympics, the Winter Olympics are typically smaller, largely due to high infrastructure costs and climate restraints. Around 2,900 athletes will compete in 2026, compared to 10,500 athletes in 2024. But the merchandise and marketing opportunities for brands are still massive, considering the buzz around sports, the billions of viewers and the allure of a "Big Four" city like Milan. In fact, partnerships tend to lead to sales; Anta reported a rise in revenue when sponsoring the 2022 Winter Olympics in Beijing. This year, NBC said ad slots for the Winter Olympics sold out with "unprecedented demand," luring more than 100 new advertisers."

EA7 Emporio Armani, Ralph Lauren and Lululemon are creating national team uniforms while Salomon outfits 18,000 volunteers with jackets and boots. Dagsmejan supplies sleepwear and eye masks to the Swiss National Ice Hockey Team. J.Crew and Skims released apparel lifestyle collections tied to U.S. winter sports. The Games run Feb. 6-22 in Milan and Cortina d'Ampezzo, with roughly 2,900 athletes expected in 2026 versus about 10,500 in 2024 due to infrastructure and climate constraints. Brands view the event as a major merchandising and marketing opportunity, with past sponsorships boosting sales and ad slots selling out amid strong demand.

Read at Digiday