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SBD/July 10, 2012/Marketing and Sponsorship
Country Strong: Ralph Lauren Unveils Uniforms Team USA Will Wear During Opening Ceremony
Published July 10, 2012
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WILL BERETS BE A HIT AGAIN? Ralph Lauren Senior VP/Marketing, Advertising & Communications David Lauren unveiled the uniforms on NBC's "Today" this morning along with U.S. women's soccer team D Heather Mitts and fencer Tim Morehouse. Lauren said, "Ralph Lauren has always been inspired by the Olympics. We've had this special opportunity to work with the team, to look into their archives, very inspired by the 1948 Games, which is the last time that America competed in England and of course, ‘Chariots of Fire’ has always been inspiring, some real old world elegance brought up to time.” Lauren: “We tried to create something that was very elegant, something that would be comfortable for the athletes. We're dressing basically 1,000 people representing America (and) will be walking together.” NBC's Natalie Morales said, “We love the berets. Tell us about the berets. You trying to go back to Salt Lake City?” Lauren: “The berets, the last time we did it, were so popular. ... The last time they were great collector's items and they’re really fun. People just like something that’s just the perfect souvenir” (“Today,” NBC, 7/10).
HISTORY REPEATING: YAHOO SPORTS' Maggie Hendricks writes the outfits are "not all that different from the 2008 version." Hendricks: "If Ralph Lauren is trying to create a certain look for Team USA, it's working. Besides the change in colors in hats, it's hard to tell from a distance ... the outfits are any different from the previous Summer Olympics" (SPORTS.YAHOO.com, 7/10).