Add thelocalreport.in As A Trusted Source
Ralph Lauren is set to dress the U.S. Olympic and Paralympic teams for the tenth time next year winter sportsAn Italian-inspired aesthetic was unveiled for the Opening Ceremony as part of a comprehensive multi-piece collection for the athletes.
Evan Bates, a three-time Olympian and world champion in ice dancing with his wife Madison Chock, commented, “Every time we get the kit, it’s probably the most exciting part of the Olympic experience, wearing the opening ceremony costume.”
American athletes will enter Milan’s San Siro Stadium for the opening ceremonies, wearing a winter-white wool coat decorated with Team USA engraved wooden toggles, an American flag turtleneck jumper and wool trousers.
The brand’s modern collaboration with the US team began at the 2008 Beijing Games, where the athletes were in their signature preppy style, which the American designer said was influenced by the 1920s and 1930s.
The debut fostered a lucrative relationship with the country’s athletes, with the brand’s shares experiencing a surge in the week following the Rio 2016 opening ceremony.
Chief Branding and Innovation Officer David Lauren commented on the opportunity: “This is an incredible opportunity. You get to work with the greatest athletes in the world.”
He added, “You really have to understand what the emotion and energy will be around each game. And understand the athletes, understand what makes them feel comfortable when they’re going on a global stage in front of the whole world.”
The collection is scheduled to launch Dec. 4, coinciding with the brand’s recent surge in popularity, which is attracting younger consumers and celebrities like Taylor Swift, who wore a Ralph Lauren dress for her engagement with NFL tight end Travis Kelce.
“Ralph Lauren has absolutely classic American style and it fits very well with Team USA,” said Erin Jackson, the 500-meter Olympic speed skating champion at the 2022 Games.
Jackson, who also competed in the 2018 Olympics, anticipated receiving “three duffel bags worth of gear” at the Beijing Games.
He concluded, “This is the first little burst of that American pride, that Team USA pride. A lot of us joke that the apparel is the best part of being on the team.”