In February, the French Olympic team will be wearing outfits by the country’s own Lacoste label for the 2014 Winter Games in Sochi.
Lacoste designed eight outfits for male and female athletes, which includes ceremonial, village and official outfits. The looks are made up of mostly neutrals with subtle touches of colors from the French flag. True to French style, the looks are incredibly chic.
Previously, the French Olympic team has worn outfits put together by Adidas, but this new partnership between the French National Olympic Committee and Lacoste will last until 2016 and see the team outfitted for a number of different sporting events, including the Summer Games in Rio, the Youth Olympic Games, Mediterranean Games, the World Games and the European Youth Olympic Festival.
What's Driving This Trend
- Designer Athleisure
- The rise of designer-focused athletic gear as a fashion statement may provide opportunities in the merging of these dual industries.
- National Teams as Fashion Icons
- National teams partnering with luxury brands may gain marketable recognition beyond pure athletic ability.
- Changing Partnerships
- The shifting of partnerships within the athletic apparel space presents opportunities for brands to associate themselves with new teams and events.
Who This Affects Most
- Fashion
- Fashion brands can consider expanding their reach by pairing with sports teams or providing athletic-inspired designs.
- Athletic Apparel
- Athletic brands can consider new and diverse partnerships beyond traditional sports sponsorships.
- Sporting Events
- Event organizers may consider leveraging luxury brand sponsorships as a way to enhance the overall experience.
