How fashion brands seize the spotlight at the Olympics
Olympics fashion
Every four years, the world’s top athletes compete on the global stage of the Olympics to show off their prowess. It’s not just about the athletes, though. The Olympics is a runway for fashion innovation and brand storytelling. From high-performance sportswear to stylish off-field ensembles, the Olympics has grown into an event for brands to capitalise on the audience and make a statement.
In this blog, we explore how fashion at the Olympics has evolved into a strategic platform for consumer goods brands, driving visibility, engagement, and ultimately, influence in the global market.
Image: Eiffel Tower, Paris, with the Olympic rings
Intersection of fashion and sport
Fashion and sports have become more intertwined over the years. What better stage to showcase that than the Olympics? Sponsorships are far beyond simple financial support. Brands use these opportunities to meticulously design top performing statement pieces that capture the essence of the sports, countries, and athletes, while also advertising the company. This has transformed the Olympics into a global runway. Athletes show off the latest trends in sports fashion and their incredible sporting abilities.
Some of the biggest sponsorships in Olympic history are worth hundreds of millions. Coca-Cola, Aribnb, and Visa are just a few of the longstanding lucrative deals, capitalising on the global reach of the Olympics to enhance their visibility and connect with a diverse audience. For fashion brands, the six-week event allows massive exposure to reach the hearts and minds of millions of fans.
History of fashion at the Olympics
In the early days of the modern Olympic Games, which began in 1896, uniforms were mainly functional, designed to meet the physical demands of the athletes. The evolution of fashion took a significant turn in the 1980s and 1990s, when brands began to recognise the marketing potential of the Games. This era saw the rise of collaborations between sportswear companies and high-profile designers, as well as the introduction of more sophisticated, performance-enhancing materials.
Over the years, the Olympics have given rise to some iconic fashion moments that have left a lasting impact on brand visibility. At the 2012 London Olympics, British fashion designer Stella McCartney collaborated with Adidas to design the uniforms for Team Great Britain, blending cutting-edge sportswear with contemporary British style. It was celebrated for its modern, sleek design and significantly raised the profile of both McCartney and Adidas in the global fashion industry.
This year’s standout Olympics fashion moments
Expectations were understandably high with this year’s Olympics in Paris, a city famed for its high-end fashion. LVMH were the creative partner for the Games. Responsible for creating the medals and opening with Celine Dion in Dior, they started strong.
Let’s have a look at some of the standout Olympic fashion moments for 2024.
1. Mongolian designers, Michel & Amazonka, created the show stopping Opening Ceremony outfits for Mongolia. The talk of the town from weeks prior, the intricately embroidered traditional uniforms have to take the top spot.
2. Stella Jean’s Team Haiti outfits caused a storm. Skirts, shorts, and shirts, adorned with Haiti native Dodard’s artwork shined at the Opening Ceremony.
3. One of the main characters and faces of the Olympics, South Korea’s Kim Yeji deserves a special mention. Her calm, collected aura paired with the slick all-black Fila tracksuit shot her to social media stardom (as well as winning silver).
4. Labrum London was the designer of Sierra Leone’s blue-printed uniforms. The Labrum x Adidas collaboration features iconography reflective of the Labrum founder’s Sierra Leonean heritage, and they came to impress.
5. Chinese Taipei Olympic Team (Taiwan) had uniforms designed and created by Justin Chou. Praised for their nod to tradition and eco-friendly methods, the visionary’s second Olympics was a definite success.
Of course, we must give an honourable mention to the longstanding, successful partnerships the Olympics brings to light. Nike x Team USA, Lulu Lemon x Team Canada, Puma x Jamaica, and let’s not forget Snoop Dogg showing out in his dressage gear.
How brands can use the Olympics for success
The Olympics offers a spectacular platform for brands to reach a global audience. That doesn’t mean every deal is a successful deal. Brands have to be strategic in choosing the athletes they work with.
Nowadays, sponsorships are based on more than performance alone. What are your values, and how do athletes align with them? You need to focus on people who embody your brand and can promote it authentically.
One of the most surprising, albeit successful, partnerships in sports is Simone Biles and Athleta. After quitting Nike in 2021, she joined Athleta, due to their focus on mental health and empowerment.
So, find athletes whose personal brands complement your own. Strive for partnerships that are meaningful and authentic. You want to speak to your audience.
Marketing successes and lessons learned
The Olympics has been the backdrop for some of the most successful marketing campaigns of our time. There are some valuable lessons brands can learn.
Nike has prominent, impactful campaigns around the Olympics time and time again. ‘Dream Crazy’ in 2018 was an athlete-focused, social impact campaign. It featured NFL quarterback Colin Kaepernick and sparked conversations around racism, activism, and individual expression. This aligned with Nike’s spirit of overcoming challenges and achieving greatness.
Ralph Lauren is the long term partner of Team USA. They create uniforms that celebrate American heritage through their classic designs. Often they lean into cultural integration by incorporating Native American motifs or historical references.
These campaigns demonstrate the effectiveness of using the Olympics as a platform for fashion brands to create meaningful connections with consumers, inspire athletes, and reinforce their brand identity.
Athletes as influencers
Athletes have become a central element of Olympic marketing strategies, as their reach extends far beyond the games themselves.
Think of the all-time greats such as Usain Bolt, Simone Biles, and Naomi Osaka, who leveraged their Olympic success to become influential brand ambassadors in the fashion world and beyond. Their endorsements can drive brand success by tapping into their massive, engaged fan bases. For example, Usain Bolt’s longstanding partnership with Puma not only boosted the brand’s visibility but also associated it with speed, excellence, and charisma.
These athletes bring authenticity to the brands they endorse, making them powerful influencers who can shape public perceptions and drive consumer behaviour.