Sochi Olympics-inspired fashion extends to real life
Marketing and licensing partnerships for the 2014 Sochi Games has generated more than $1.3 billion in revenue and sales of Winter Olympics merchandise could go as high as $500 million, according to organizers.
While the top sponsors of the Olympic games are giant companies like Coca-Cola, Visa, and Proctor & Gamble, the opportunity to dress Olympians is also highly coveted.
Since the Olympic Games reach billions of people worldwide, apparel sponsors seek to grab spectators’ attention with the outfits they design for athletes to wear.
Michael McMahon, president of Hill & Partners, a Weymouth company that specializes in events and business services, said the key to successful branding is to be bold with designs.
Take a look at some of the Olympic looks and the companies behind them.
Pictured: US Olympians model Ralph Lauren’s attire for the 2014 Winter Olympics in Sochi. Next
Ralph Lauren Team USA Ceremony Sweater
Polo Ralph Lauren has been outfitting the US Olympic team since 2008.
Their apparel made headlines in 2012 after it was disclosed that the US Olympic team uniforms for the opening ceremony of the Summer Olympics in London were manufactured in China.
This year, the uniforms were produced in the US and athletes were outfitted in a red, white, and blue hand-knit sweater.
The ensemble got mixed reviews, but the clothing still sold out on Ralph Lauren’s website at $800 apiece, according to The Richest.
Pictured: This Ralph Lauren sweater features snowflake patterns and moose.
“People always have strong emotional connections to sports. When you come up with a bold design, rather than getting approval from the audience, you differentiate yourself from anyone else,” McMahon said.
Ralph Lauren Team USA Crewneck Flag Sweater
Designed exclusively for Ralph Lauren’s collection for the 2014 US Olympic Team, this classic cotton knit sweater features a historical American flag at the chest.
“Ralph Lauren puts up an image on their sweater that people have an emotional bond to. Think about the Red Sox. When they won the World Series, the first thing that people in the city wanted to do was to capture those memories,” McMahon said.
Nike Aeroloft 800 Summit Women’s Jacket
The Nike Aeroloft 800 Summit (USOC) Women’s Jacket keeps the cold at bay and disperses excess heat with ultra-lightweight insulation and perforations in key areas.
The bold embroidery also offers a patriotic look.
Ralph Lauren Team USA Scarf
This patriotic scarf is made of soft wool yarn and accented with Ralph Lauren’s signature embroidered pony.
Ralph Lauren Team USA Ceremony Pea Coat
This wool peacoat features the official logo of the US Olympic Team and Ralph Lauren’s signature embroidered pony.
Lacoste Moncler Official Team France Sochi 2014 Vest
Lacoste’s Olympic collection consists of eight different outfits with most made available in boutiques in France. Prices range from $68 for a pair of gloves to $298 for a sweater.
This lightweight ripstop vest has Lacoste’s signature tricolor crocodile embroidered.
Lacoste polo team Sochi 2014 Olympic France
This Lacoste shirt features tricolor stripes on ribbed collars. The signature tricolor crocodile is embroidered at the chest. Lacoste, compared with Ralph Lauren, has very little online presence.
The North Face Women’s International Full Zip Cadet- Canada
This cadet from The North Face features the Canadian flag, but the company is not the official outfitter for Team Canada. Last week, the Canadian Olympic Committee filed a lawsuit against The North Face, alleging the company’s Villagewear line infringed on Olympic trademarks.
The North Face Women’s International Nuptse Vest- France
This North Face Vest was designed with three-color stripes that represent the national flag of France.
Ralph Lauren RLX Team USA Fleece Jacket
This fleece jacket features the official logo of the US Olympic Team and Ralph Lauren’s signature embroidered pony.
Ralph Lauren Team USA Go for Gold Mittens
These Ralph Lauren wool mittens are designed with a knit stars-and-stripes pattern at both palms.
The North Face Women’s International Nuptse Vest- USA
This limited edition of colorblocked nuptse vest is warm, lightweight, and durable.
Hudson’s Bay Sochi 2014 Men’s Softshell Colourblock Jacket
Hudson Bay Company first outfitted Canada’s Olympic teams in 1936, according to The Richest.
After the Vancouver Games in 2010, HBC made an eight-year commitment with the Canadian Olympic Team as the Official Outfitter from 2013 to 2020. The $100 million sponsorship includes all Olympic, Olympic Winter, Pan American, and Youth Olympic Games, The Richest said.
This Hudson’s Bay softshell jacket features a distinctive colorblock design and bold detailing with cresting and embellishments.
Nike 2014 Olympics USOC Men’s Fleece Hoodie
This hoodie is made with a stretch fabric blend and raglan sleeves. It also has Team USA logo embroidered at chest, sleeve, and back.
Nike 2014 Olympics USOC Men’s Track Jacket
This track jacket features bold embroidery of Team USA at chest, sleeve, and back.
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