EXECUTIVE SUMMARY
Ralph Lauren is an Official Outfitter of the LA28 Olympic and Paralympic Games and Team USA, responsible for designing the opening and closing ceremony parade uniforms. The LA28 Games will mark the brand's 10th consecutive Games outfitting Team USA, a partnership that began at Beijing 2008 and has become one of the most enduring brand-athlete relationships in Olympic history.
Ralph Lauren's role is distinct from Nike's: Ralph Lauren designs the ceremony uniforms that athletes wear during the parade of nations and medal celebrations at opening and closing ceremonies, while Nike provides competition and training apparel. The ceremony moment is arguably the most watched and photographed of the entire Games, giving Ralph Lauren disproportionate brand visibility for a non-competition partner.
Under CEO Patrice Louvet, Ralph Lauren has executed a successful premiumization strategy, pushing average unit retail prices up 18% in recent quarters and growing fiscal 2025 revenues to $7.1 billion. The Olympic partnership is central to the brand's strategy of associating with cultural moments at the highest level.
1. OLYMPIC HISTORY & MARKETING PRESENCE
1.1 Partnership Timeline & Evolution
Beijing 2008 Ralph Lauren's first Olympic partnership. The company was approached by a representative of the USOC to refresh Team USA's ceremonial look. The partnership immediately elevated both the brand's visibility and Team USA's presentation on the global stage.
Vancouver 2010 Extended to Winter Games. Ralph Lauren established the pattern of blending Americana, patriotic palette, and Ralph Lauren's preppy aesthetic.
London 2012 Navy blazers, white bottoms, and navy berets. Tailored looks with red, white, and blue scarves for women and traditional ties for men. The collection drew some controversy when it was revealed that the uniforms were manufactured in China, leading to a commitment to domestic production.
Sochi 2014 Continued Winter Games involvement with cold-weather ceremony uniforms.
Rio 2016 Navy blazers paired with white jeans and boat shoes, described as having a "Brazil resort sensibility." Maintained the patriotic palette.
PyeongChang 2018 Designed heated jackets for Team USA athletes to wear during the outdoor opening ceremony in sub-freezing temperatures. The innovative integration of wearable technology into ceremony fashion was widely covered.
Tokyo 2020 (held 2021) Elements of the uniforms manufactured with sustainable materials in the United States. Continued the shift toward American manufacturing.
Paris 2024 Collection featured bold graphics, classic stripes, color-blocking in red, white, and blue. Included varsity jackets, vintage-style tracksuits, and the iconic flag sweater. Ralph Lauren also served as a TikTok content partner, marking the brand's first sports tie-in on the platform.
Milano Cortina 2026 (Current) Ralph Lauren unveiled Team USA's Opening and Closing Ceremony Parade uniforms in December 2025, marking the brand's 10th consecutive Olympic Games dressing the U.S. Olympic and Paralympic teams: - Opening Ceremony: Winter-white wool coat with heritage-inspired wooden toggles, American flag intarsia wool turtleneck sweater, tailored wool trousers, leather belt, and brown suede Alpine boots. Completed with intarsia knit hats and mittens in American flag colors. - Closing Ceremony: Bolder approach inspired by vintage ski racing kits. Red, white, and blue color-blocked puffer jacket embroidered with Team USA graphics. Color-blocked wool turtleneck stitched with Olympic rings under the American flag, paired with white utility pants. - All items manufactured in the United States. - Full consumer collection available through Ralph Lauren stores and ralphlauren.com.
1.2 Signature Programs
- Custom Emblem Design: For LA28, Ralph Lauren created a custom emblem featuring a black and red winged A, reimagined from the 1990s iconic P-wing symbol. This is only the second commercialized version of an Olympic logo in partnership history.
- Flag Bearer Uniform: Ralph Lauren designs a distinct uniform for the flag bearer at each Games
- Team USA Collection: Consumer-available apparel that mirrors the ceremony uniform aesthetic, sold through Ralph Lauren stores and ralphlauren.com
- Ceremony Moment Marketing: The brand's advertising centers the emotional moment of athletes putting on the uniform for the first time
Ralph Lauren Athlete Ambassadors (Paris 2024): A roster of 15 athletes served as brand ambassadors, featured in campaign content and events: - Katie Ledecky (Swimming, USA) - Seven-time Olympic gold medalist, 21-time World Champion, 16 world records - Jessica Long (Para Swimming, USA) - Most decorated active U.S. Paralympian - Bobby Finke (Swimming, USA) - Two-time Olympic gold medalist - Chiaka Ogbogu (Volleyball, USA) - Olympic gold medalist and advocate - Shilese Jones (Gymnastics, USA) - Six-time world medalist - Jagger Eaton (Skateboarding, USA) - Olympic bronze medalist - Daniela Moroz (Kiteboarding/Sailing, USA) - First Olympic appearance in Paris - Daryl Homer (Fencing, USA) - Three-time Olympian, 2016 Olympic silver medalist - Melissa Stockwell (Para Triathlon, USA) - Paralympic bronze medalist, four-time Paralympian, U.S. Army veteran and first female American soldier to lose a limb in active combat - Jeffro Louis (Breaking, USA) - Member of the first American Breaking team in DanceSport
2. LA28-SPECIFIC INITIATIVES
2.1 Announced Plans & Positioning
- Custom LA28 Emblem: Black and red winged A, reimagined from the P-wing symbol. Only the second commercialized Olympic logo in history.
- 10th Consecutive Games: LA28 will be marketed as the culmination of nearly two decades of Team USA partnership
- Consumer Collection: LA28-branded Ralph Lauren merchandise already available, including the Olympic Twill Ball Cap and other accessories
- Ceremony Uniforms: Not yet revealed; expected late 2027 or early 2028
LA28 Venue Context: The dual-venue Opening Ceremony (LA Memorial Coliseum and SoFi Stadium, announced May 2025) creates an unprecedented ceremony format that will shape Ralph Lauren's uniform design. The Coliseum will host the Closing Ceremony, earning the distinction of being the first venue in history to host events at three Olympic Games (1932, 1984, 2028). The Games dates (July 14-30 for Olympics) mean summer-weight ceremony uniforms, a departure from Ralph Lauren's recent winter ceremony collections for PyeongChang, Beijing, and Milano Cortina. The commitment to American manufacturing of ceremony uniforms carries particular resonance for a home-soil Games. The 50-state Olympic torch relay, beginning April 2028 (a first in Olympic history), provides additional ceremony and uniform storytelling moments.
2.2 Regulatory/Market Context
No significant regulatory concerns. Ralph Lauren's Olympic role is well-established and non-controversial. The commitment to American manufacturing of ceremony uniforms, adopted after the London 2012 controversy, has become a brand asset. The LA28 Games on home soil create a heightened emotional resonance for the "dressing America" narrative.
3. EXECUTIVE LEADERSHIP & DECISION-MAKERS
3.1 C-Suite Leadership
- Patrice Louvet: President and Chief Executive Officer (since July 2017). Under his leadership, Ralph Lauren has executed a premiumization strategy that increased average unit retail prices 18% in recent quarters and pushed operating margins to 14%. Previously at Procter & Gamble for 25 years.
- Ralph Lauren: Executive Chairman, Chief Creative Officer, and the brand's founder. Continues to oversee creative direction, including Olympic ceremony uniform design.
- Jane Nielsen: Chief Operating Officer and Chief Financial Officer
3.2 Olympic Partnership Leadership
The Olympic relationship is managed through Ralph Lauren's in-house creative and marketing organization, with Ralph Lauren himself maintaining personal involvement in ceremony uniform design.
3.3 Board Members with Relevant Experience
- Ralph Lauren: As founder and Executive Chairman, he has personally overseen every Olympic ceremony uniform since Beijing 2008
4. AGENCY & CREATIVE PARTNERS
4.1 Agency Model
Ralph Lauren's advertising and creative work is developed and executed by the company's in-house creative and advertising team. This ensures uniformity of brand presentation across all channels and markets, consistent with the brand's tightly controlled aesthetic.
4.2 Known Agency/Partner Relationships
Ralph Lauren operates primarily through in-house creative for brand advertising. For Olympic-specific content, the company produces campaign imagery and video internally, leveraging its deep bench of creative talent.
4.3 Notable Creative Executions
- "Putting on the Uniform" Campaign: TV and digital campaign featuring athletes experiencing the emotional moment of wearing the ceremony uniform for the first time. Featured athletes including Jessica Long, Melissa Stockwell, and Daryl Homer.
- TikTok Partnership (Paris 2024): Ralph Lauren's first sports tie-in on TikTok, extending ceremony content to younger audiences
- Ceremony Reveal Events: Each Games features a staged reveal of the ceremony uniforms, generating earned media coverage across fashion, sports, and lifestyle outlets
5. COMPETITIVE POSITIONING
5.1 Market Share & Competitive Landscape
Ralph Lauren operates in the global luxury and premium fashion market ($7.1 billion FY2025 revenue), competing with brands including Tommy Hilfiger (PVH), Calvin Klein (PVH), Brooks Brothers, and in the broader luxury space, LVMH and Kering brands.
Key Competitors and Olympic Context: - LVMH: Paris 2024 Premium Partner (a one-time deal specific to Paris). LVMH provided Louis Vuitton trophy trunks and Berluti ceremony uniforms for the French team. LVMH does not hold an ongoing Olympic partnership and is not involved in LA28. - Giorgio Armani: Outfits the Italian Olympic team. This creates a direct fashion rivalry at the ceremony parade, where Ralph Lauren's Team USA designs compete for media attention against Armani's Italian delegation. - Lacoste: Outfits the French Olympic team. Another fashion competitor visible at ceremonies. - Nike: While Nike handles Team USA's performance/competition apparel, Ralph Lauren holds the ceremony and lifestyle category. The two brands' roles are complementary, not competitive.
The Olympics partnership differentiates Ralph Lauren from these competitors by associating the brand with national identity and patriotic pride in a way that no fashion competitor can replicate for Team USA.
5.2 Olympic Sponsorship Differentiation
Ralph Lauren's ceremony uniform role is one of the most visible and emotionally resonant sponsorship positions in the Olympic ecosystem. The opening ceremony parade is broadcast globally, and the uniforms are discussed, critiqued, and shared across media for weeks before and after each Games. This gives Ralph Lauren a brand moment that is arguably more culturally significant than many larger sponsorship deals.
5.3 Key Brand Messaging
- American heritage and craftsmanship
- Patriotic pride and national identity
- Timeless style adapted for each Games and host city
- Nearly two decades of Team USA partnership
- Premium quality and aspiration
6. KEY METRICS & BUSINESS CONTEXT
6.1 Financial Performance
- FY2025 Revenue: $7.1 billion (7% YoY increase)
- FY2025 Q3 Revenue: $2.4 billion (12% YoY increase)
- FY2025 Q3 Net Income: $361.6 million (21.6% YoY increase)
- FY2025 Adjusted EPS: $6.22 (vs. $5.81 analyst estimate)
- Adjusted Operating Income: $990 million (14% margin)
- Average Unit Retail Prices: Up 18% in recent quarter
- Market Capitalization: ~$15 billion (February 2026)
- Stock: RL (NYSE)
6.2 Olympic Period Performance
Ralph Lauren does not break out Olympic-specific revenue. However, the Olympic partnership is credited as a driver of brand elevation and premiumization: the association with elite athletes and national pride reinforces the brand's positioning in the premium tier and supports higher price realization. The Team USA collection generates direct consumer sales through Ralph Lauren's own channels and the official Olympics Shop.
APPENDIX: KEY SOURCES
Official Sources
- LA28 Emblem Announcement: la28.org/en/newsroom/LA28-Releases-Custom-Emblem-With-Ralph-Lauren.html
- Ralph Lauren Corporate: corporate.ralphlauren.com
- USOPC Announcement: usopc.org/news/2025/december/04/ralph-lauren-unveils-team-usa-s-opening-and-closing-ceremony-uniforms-for-the-milano-cortina-2026-games
- Ralph Lauren Investor Relations: investor.ralphlauren.com
Industry Analysis
- WWD: Ralph Lauren's Team USA Olympic Uniforms Through the Decades
- WWD: Ralph Lauren Creates Special Emblem for 2028 L.A. Olympics, Paralympics
- Axios: How Ralph Lauren outfits Team USA
- Semafor: Suede coats and sacred cows: Patrice Louvet on turning Ralph Lauren around
Financial Filings
- Ralph Lauren FY2025 Q3 Earnings Report
- Ralph Lauren Corporation Annual Report
End of Research Brief