Ralph Lauren Outfits Team USA with Italian Flair for Milan Olympics

Ralph Lauren is set to continue its prestigious partnership with Team USA, marking the tenth occasion the iconic American brand will outfit the US Olympic and Paralympic teams. For the upcoming Winter Games, athletes will showcase Ralph Lauren's distinctive take on an Italian aesthetic during the Opening Ceremony, which will be held at San Siro Stadium in Milan. This special Opening Ceremony ensemble is part of a broader multi-piece collection designed to equip the athletes for their journey.

The anticipation among athletes for the official gear is palpable. Evan Bates, a three-time Olympian and reigning ice dancing world champion alongside his wife Madison Chock, expressed, "Every time we get the kit, it's maybe the most exciting part of the Olympic experience, pulling on the Opening Ceremony outfit." For their grand entrance in Milan, US athletes will be impeccably dressed in winter-white wool coats featuring Team USA engraved wooden toggles, complemented by an American flag turtleneck sweater and classic wool trousers, embodying a blend of elegance and national pride.

Ralph Lauren's modern association with Team USA commenced with the 2008 Beijing Games, where the brand introduced its signature preppy aesthetic, a style the US designer revealed was inspired by the fashion sensibilities of the 1920s and '30s. This initial collaboration blossomed into a highly lucrative and enduring bond with the nation's athletes, even demonstrating a significant positive impact on the brand's financial standing, with shares surging in the week following the 2016 Rio Opening Ceremony.

David Lauren, the company's chief branding and innovation officer, underscored the significance of this ongoing collaboration. "It's an incredible opportunity. You get to work with the greatest athletes in the world," he stated. He further emphasized the critical process of understanding the unique "spirit and the energy" of each game, alongside the athletes themselves, to ensure they feel "comfortable when they're walking out on a global stage in front of the entire world."

Beyond the Olympic stage, the collection is poised to make a broader impact, hitting shelves for consumers on December 4th. This release comes at a time when Ralph Lauren is experiencing a notable resurgence in popularity, successfully resonating with younger shoppers and gaining traction through high-profile celebrity endorsements, such as Taylor Swift famously wearing a Ralph Lauren dress for her engagement to NFL tight end Travis Kelce.

The sentiment among athletes regarding the apparel is overwhelmingly positive. Erin Jackson, the 500-meter Olympic speed skating champion from the 2022 Games and a participant in the 2018 Olympics, attested to the brand's seamless fit with the national team, stating, "Ralph Lauren just has that classic American style and it just fits with Team USA so nicely." Jackson also humorously recalled receiving "three duffel bags worth of gear" at the Beijing Games, highlighting the abundance of quality apparel. She eloquently captured the essence of wearing the uniform, noting, "It's like that first little burst of that American pride, that Team USA pride," and concluded with a common jest among her peers: "A lot of us joke that the apparel is the best part of being on the team."