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Fashion’s Evolving Approach to the Olympics

An Olympics apparel partnership has long offered unparalleled brand visibility and prestige. But the unusual circumstances of this year’s games will bring changes that will last beyond Tokyo.
Olympians wear Ralph Lauren's Team USA apparel. Courtesy Ralph Lauren
Olympians wear Ralph Lauren's Team USA apparel. Courtesy Ralph Lauren
By
BoF PROFESSIONAL

When medal-winning athletes take their place on the podium at the Summer Olympics in Tokyo, most will be sporting two logos: one for their country, and another for their apparel sponsor. The billion-dollar question facing Nike (Team USA), Adidas (UK), Asics (Australia, Japan), Telfar (Liberia) and the rest: how many people will see it?

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About the author
Diana Pearl
Diana Pearl

Diana Pearl is Senior News and Features Editor at The Business of Fashion. She is based in New York and drives BoF’s marketing and media coverage.

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