Menu
Marketing and Sponsorship

Team USA To Don "Breezy" Ralph Lauren Garb At Opening Ceremony, Marking Shift From '12

The Rio Games Opening Ceremony is next Friday, and Team USA will be "decked in Ralph Lauren sportswear, from white denim jeans tapered at the ankle and patriotic T-shirts to Polo Pony-emblazoned navy blazers and red, white and blue striped boat shoes," according to Andrea Mandell of USA TODAY. The outfits are "accented with a decorative woven wrist-strap." The collection "marks a change" from the '12 London Games, where Ralph Lauren "layered athletes in berets, ties and dress shoes." Ralph Lauren Exec VP/Global Advertising, Marketing & Communications David Lauren said that the goal was to "make Team USA feel comfortable." To create the uniforms, Ralph Lauren "identified over 40 U.S. partners and manufacturers." Lauren: "Everything is made in America" (USA TODAY, 7/29). In Rochester, Meaghan McDermott notes local clothing manufacturer Hickey Freeman has been tapped by Polo Ralph Lauren to "produce the team's opening ceremony uniform blazers." The company also will make the Team USA shorts for the Closing Ceremony (ROCHESTER DEMOCRAT & CHRONICLE, 7/29). NBC's Matt Lauer, Savannah Guthrie and Al Roker wore the navy blazers on Friday's edition of "Today," while Carson Daly and Sheinelle Jones modeled the entire outfit. Lauer noted when the lights turned down, the logo on the front and the “USA” on the back “glow in the dark” ("Today," NBC, 7/29).

RETURN TO THE SCREEN: AD AGE's Adrianne Pasquarelli reports Ralph Lauren next month will highlight its Team USA line in the company's first TV ad for its "apparel business in at least eight years." It also will be its first TV spot "on the Olympics." The 30-second ad "touts patriotism and features six athletes, including swimmer Ryan Lochte, beach volleyball player April Ross and freestyle wrestler Jordan Burroughs, as they push themselves to prepare for the competition." The commercial was "produced in-house" and will air Aug. 6-16. The company also is "creating exclusive content via social media" (ADAGE.com, 7/29).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2016/07/29/Marketing-and-Sponsorship/Opening-Ceremony.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2016/07/29/Marketing-and-Sponsorship/Opening-Ceremony.aspx

CLOSE