"The Olympics are best known as a moment for the world's most elite athletes to demonstrate their physical prowess on the world stage. But, for a handful of apparel brands, the Games are also one of the most coveted advertising moments of the year. This year, teams at the Milan Cortina Games will be outfitted in plenty of the usual activewear suspects, including Adidas, Nike, and Asics."
"Before the Games have even begun, there's already a clear fan favorite for the best-dressed team. Team Mongolia's ceremonial outfits have taken off on X, where commenters are praising the garments for their couture quality; while the uniform's official announcement post has accrued more than 100,000 likes. Mongolian athletes will be sporting garments made by the brand Goyol Cashmere, which has produced both a line of casual ski sweaters and a stunning collection of ceremonial uniforms."
The Olympics serve as a major advertising moment for apparel brands, with large companies such as Adidas, Nike, Asics, and Ralph Lauren supplying many national teams. Ralph Lauren has exclusively partnered with Team USA since 2008, producing expensive, preppy Americana looks that have sometimes been criticized as safe or stale. Smaller designers are producing standout garments that draw significant online attention. Team Mongolia partnered with Goyol Cashmere, whose ceremonial outfits and ski sweater line blend Western après-ski aesthetics with Mongolian nomadic imagery, and the uniforms have received widespread praise and social engagement.
Read at Fast Company
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