From Lululemon's Team Canada to Puma's Team Jamacia, big activewear brands are cashing in on this year's Summer 2024 Paris Olympics. We are seeing companies fighting for a chance display their innovative styles and remain relevant in such a fast-paced environment, and what a better way to do so than to represent in one of the most watched events-that just so happens to take place in the fashion capital of the world.
There are plenty of brands showing that they deserve to be on the podium, with some truly crafty designs that are taking the internet by storm. For example, Nike again shows why they are elite when it comes to athletics, commandeering the designs for some of the largest teams, including France, Germany, Kenya, and most notably the United States. From on-track uniforms to village loungewear, Nike made sure to have its athletes kitted out in only the best gear.
Another standout is Lululemon pairing with its home country of Canada, the second showing of their Olympic swag with this team. It is safe to say Lululemon has a strong handle on making elite clothing for elite performance, as their whole collection gives the essence of athletic perfection. And the genius doesn't just stop at the designing. You are able to show your support for Team Canada from purchasing these pieces directly from Lululemon's site, spreading that Canadian pride and cashing in on the extra support.
Our third heavy hitter is Puma's design for Team Jamaica, creating track pieces that evoke speed just from seeing them. Everything about the design feels perfectly fitting for a Puma x Jamaica collaboration, and we know that seeing them in action will be something that nobody should miss.
These are three standouts to be looking for during the big events, but there are countless teams this year that deserve praise for the style and functionality that have gone into their kits.
This brings us to our next point, that the Olympics serve as a sort of fashion show/brand showcase for brands that belong to a newer wave of fashion. When you think of a typical fashion show, it presents with various suits and dresses, more classical pieces that catch attention yet tend to be inconvenient to the wearer. What if we introduced a new style of fashion show, one that speaks to a more functional type of clothing focused more on fabric and technological innovation than classical referencing?
That feels like the direction we are heading, where the Olympics have become more than a showing of physical and mental acuity. They are also a showcase of which country boasts the most athletic and popular names, and who was able to pull the biggest brand sponsors. Obviously the goal is still to become the world champion, but in an every globalized world where social tools help us feel more interconnected than ever, there are more nuances that go into the Olympics than ever before. Whoever you are rooting for, be sure to look out for the best styles and feel free to leave a comment on your favorite designs from this Olympic showcase!
Elias Sitzmann
Ari Everyday Wear
1 comment
If the olympics are so fashionable, why isn’t a team wearing Ari?!?