Ralph Lauren’s got Games.
For the ninth time in a row, the all-American designer is the official outfitter of the 2024 U.S. Olympic and Paralympic teams. The athletes will sport his stylish gear at the Opening and Closing Ceremonies, and will also be provided with a collection of Villagewear apparel and accessories. All of the togs – from the red-white-and-blue blazer and vintage-style tracksuits to the patriotic flag sweater – are available for the public to buy starting today.
“It’s an incredibly proud moment for us,” said David Lauren, chief branding and innovation officer of the Ralph Lauren Corporation. “We pinch ourselves and feel how lucky we are, to work with the greatest athletes in history. And to be able to be part of what’s probably the most watched experience in the history of television is going to be unbelievable,” added the exec, who will be going to the opening ceremonies and attending events for several days with his wife, Lauren Bush Lauren, and members of the corporate team.
“We work closely with the athletes and Team USA to select products that will make the athletes feel comfortable, but also make them feel like ambassadors on a global stage,” Lauren told Alexa at an event at the company’s headquarters, attended by a number of the label’s athlete ambassadors. “We want them to feel like they’re wearing something special that they’ll keep for their entire lives. It’s a piece of history and we want it to be perfect.
The Opening Ceremony uniform features a navy wool blazer edged in red and white with a striped oxford shirt, tapered jeans and white bucks.
“It makes me feel very dapper,” said Kamren Larsen, a BMX Racer and USA Cycling National Champion who will be competing in the Olympics for the first time.
The Closing Ceremony look, meanwhile, consists of white denim biker pants and a moto-style jacket with USA emblazoned across the chest, along with a Polo shirt from the brand’s Create Your Own program.
“Being in racing gear feels very on-brand for me,” said Paralympic swimmer Jamal Hill, who won a bronze medal at the Tokyo 2020 Paralympic Games and is also a National Champion and World Championship medalist.
“Everything is made in America,” noted Lauren. “We source the fabrics out in Colorado and Oregon, and then we finally assemble them right here in New York City.”
One of the highlights of the Villagewear collection is the 100% Recycled Cotton Polo Shirt. “It’s a special type of recycled cotton that allows the performance qualities of the polo shirt to be incredible, so it performs like a performance shirt,” said Lauren.
The athletes said comfort is key and there’s a quick way to check the jeans.
“I always do the squat test,” said Para Track and Field athlete Roderick Townsend, a Paralympic gold and silver medalist. “They pass the test!”
