The 2024 Paris Olympics are set to redefine the intersection of sports and luxury, with leading fashion and sportswear brands unveiling their most innovative and stylish collections yet. From bespoke uniforms to sustainable designs, the upcoming Games will showcase the perfect blend of high performance and high fashion.
A Little Bit of LVMH Everywhere
Paris, the global fashion capital, is ready to host an Olympics like no other, with LVMH Moët Hennessy Louis Vuitton taking center stage. This luxury conglomerate’s influence is set to permeate throughout the event, from the bespoke uniforms designed by Dior and Louis Vuitton to exclusive experiences for spectators. VIP lounges adorned with Guerlain perfumes and Hennessy tastings will provide a taste of opulence at every turn, ensuring that both athletes and spectators experience the Games in unparalleled luxury.
Athlete Ambassadors
High fashion meets high performance as top athletes become brand ambassadors for luxury houses such as Serena Williams in a Nike x Off-White collaboration or Naomi Osaka for Louis Vuitton. These athletes not only showcase peak physical prowess but also epitomize style and elegance, bridging the gap between sports and fashion. Their influence extends beyond the games, setting trends and redefining the boundaries of athletic wear.
Team Canada x lululemon
On April 16, 2024, Lululemon, in partnership with the Canadian Olympic Committee (COC) and Canadian Paralympic Committee (CPC), revealed its first-ever summer Athlete Kit for Team Canada. Calvin McDonald, CEO of Lululemon, stated, “For Paris 2024, we had the opportunity to deepen our partnership with the Olympians and Paralympians who represent Canada on the global stage. We took an innovation-first approach to design a collection driven by athlete insights, so they can feel and perform their best in Paris.”
The Team Canada x Lululemon Paris 2024 Athlete Kit blends function and style through innovative construction and performance fabrics, featuring modern silhouettes and Canadian-inspired prints. During the design process, Lululemon led product testing and feedback sessions with 19 Canadian Olympic and Paralympic athletes across 14 different sports, ensuring the collection met the unique needs of athletes during the Games.
Ralph Lauren for Team USA
On June 18, 2024, Ralph Lauren unveiled Team USA’s Opening and Closing Ceremony Parade uniforms for the Paris 2024 Olympic and Paralympic Games. David Lauren, Chief Branding and Innovation Officer of Ralph Lauren Corporation, emphasized, “Ralph Lauren is profoundly honored to define the look of the American delegation as they represent our country in one of the world’s most celebrated and storied events.”
Ralph Lauren’s Team USA collection draws inspiration from the dynamic and vibrant host city of Paris and the rich heritage of Olympic and Paralympic sport. The Opening Ceremony uniform is a modern take on a tailored look, featuring a classic single-breasted wool blazer with red and white tipping, paired with a striped oxford shirt, tapered jeans, and classic suede buck shoes. The Closing Ceremony uniform includes a sporty moto-style jacket paired with white denim and a Polo shirt crafted with innovative flat-knit technology.
Committed to sustainability, Ralph Lauren developed the Team USA collection with recycled polyester and USA-grown Responsible Wool Standard (RWS) certified wool. The collection also features the brand’s first-ever 100% Recycled Cotton Polo Shirt, utilizing NFW CLARUS® technology to create a timeless icon that can be worn for generations.
ASICS for Team Japan
ASICS will provide official sportswear, shoes, bags, and other items to Team Japan for the 2024 Paris Olympics. The concept of “Balancing Performance and Sustainability” is central to ASICS’ mission. The brand aims to contribute to the mental and physical fitness of all people for future generations, believing that a healthy global environment is essential to achieving this mission.
The main item, the ‘Podium Jacket,’ features “TEAM JAPAN RED” as a base color with gradient “Sunrise Red,” symbolizing the strength and warmth of the morning glow. The “Short Sleeve Top” incorporates “Yagasuri,” a traditional Japanese auspicious pattern representing determination and strength. ASICS’ commitment to sustainability is reflected in the development themes of “Conditioning,” “Sustainability,” and “Diversity.”
Emporio Armani for Team Italy
Giorgio Armani’s partnership with the Italian National Olympic Committee (CONI) and Italian Paralympic Committee (CIP) continues with the 2024 Paris Olympics. The collection, in the distinctive ‘Armani blue,’ includes the iconic podium tracksuit with the phrase ‘W Italia’ and satin patches. The national anthem is printed inside the collar of polo shirts and T-shirts, while the entire first verse is inside the jackets.
Armani commented, “Seeking new solutions for the athlete’s kit, which must blend elegance with practicality, is always an exciting challenge for me. For Team Italy in Paris, I have created functional yet stylish garments, designed to catch the eye and foster a powerful sense of belonging in our athletes.”
The collection was made available at selected Emporio Armani stores and online from April 2024.
Nike’s “Nike On Air” Experience
On April 12, 2024, Nike presented the “Nike On Air” experience in Paris, unveiling its 2024 national and federation Kits. John Hoke, Nike Chief Innovation Officer, explained, “Nike designed the Paris 2024 track and field kits to offer athletes a range of silhouettes tailored for various sport disciplines, body types, and sizes, prioritizing performance and maximum breathability.”
The 2024 kits are the most athlete-informed, data-driven, and visually unified the company has ever produced. Using 4D motion-capture data, Nike created nearly 50 unique pieces across men’s and women’s track and field, with a dozen competition styles fine-tuned for specific events. Each kit was inspired by the distinct identities and diverse communities each country and sport represent.
Adidas Unites Under One Design DNA
On April 18, 2024, Adidas unveiled the team kits for the Paris 2024 Olympics and Paralympics. Jacqueline King, Design Director, Specialist Sports, Adidas, stated, “Our belief is that there is no greater demonstration of what it means to design for an athlete than a tournament that showcases the breadth and variety of sport.”
Adidas’ design DNA celebrates the unique identities of each nation while encapsulating the fire of passion within every athlete. The collection is grounded in simplicity, resulting in a sleek, modern aesthetic. Adidas sponsors nine Olympic teams and six Paralympic teams, including Team GB, Team D, Hungary, Poland, Ethiopia, Ireland, Bahrain, Cuba, and Turkey, as well as the French Athletics, French Handball, and Polish Volleyball Federations.
The brand will also support Paralympic teams such as ParalympicsGB, Team D Paralympics, Poland, Cuba, Turkey, and Paralympics Ireland. Jacqueline King, Design Director, Specialist Sports, adidas said: “Our belief is that there is no greater demonstration of what it means to design for an athlete, than a tournament that showcases the breadth and variety of sport. Alongside the goal of supporting the athlete to perform at their best when the pressure builds, these collections seek to connect them to their home nations, via designs inspired by their individual national identities. These elements are brought together in a kit which is grounded in simplicity – resulting in a sleek, modern collection”
The 2024 Paris Olympics are poised to be a spectacular fusion of fashion and sports. With top brands bringing their best in innovation, sustainability, and style, the Games will not only celebrate athletic excellence but also set new standards for luxury and fashion on the global stage.
