How apparel brands aim to win the spotlight at the Winter Olympics

This story was first published by Digiday sibling Modern Retail.

Apparel and footwear brands are skating into the spotlight at this year’s Winter Olympics and Paralympics in Italy — and they’re determined to nab a win in one of the world’s leading fashion hubs.

As the clock ticks down to Milan-Cortina 2026, companies are putting out products for athletes and consumers alike. EA7 Emporio Armani, Ralph Lauren and Lululemon are designing uniforms for Team Italy, Team U.S.A. and Team Canada, respectively. Salomon is providing jackets and boots for 18,000 volunteers at the Olympics and Paralympics. Pajama brand Dagsmejan is partnering with the Swiss National Ice Hockey Team and providing athletes with sleepwear and eye masks. And, earlier in January, J.Crew and Skims each revealed apparel lifestyle collections — the former, with U.S. Ski & Snowboard, and the latter, with Team U.S.A.

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