The company first joined forces with the USOC in 2008, and its deal will run through 2028.
Ralph Lauren and Paralympic athletes for both the opening and closing ceremony parades as well as the flag bearers. Breaking from tradition, that global march of 10,500 athletes will take place not in a stadium, but on 100 boats along the river Seine.teams that does not receive governmental funding from its home country, Team USA relies on financial support from corporations like-related merchandise from the brand contributes to that.
Stretching through Aug. 11, the XXXIII Olympiad is more than a branding exercise for the New York-based company, which has a deal with the U.S. Olympic Committee through 2028. Having first teamed up with the USOC for the 2008 Games in Beijing, Ralph Lauren’s commitment is more ingrained than selling patriotic products. En route to the airport earlier this week to fly to Paris in time for the opening ceremony, David Lauren explained why the partnership with the USOC is valuable on many fronts.
The company expects to break records this year in terms of sales, sell-throughs and its abilities to fulfill commitments to the team, according to Lauren, who declined to pinpoint any figures. Visitors to the Ralph Lauren site will find digital footage of a few Olympians in action — airborne in gymnastics, fencing and skateboarding. The latter is one of four new sports debuting at the Summer Games with breaking, surfing and sport climbing being the others. But rather than singling out athletes or specific winning moments from the recent Olympics, David Lauren emphasized how the human component resonates with employees and consumers alike.
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