From Lululemon to Armani: Why brands are betting big on the 2026 Winter Olympics

Some of the biggest names in the fashion industry are betting big on the Milano Cortina 2026 Olympic and Paralympic Winter Games. By signing on as official sponsors, everyone from Lululemon and Armani to Skims and Ralph Lauren will outfit this year's elite athletes in head-to-toe gear that looks more like Milan Fashion Week than a locker room. 

Ralph Lauren has signed on to support Team USA, while Lululemon is repping Canada and EA7 Emporio Armani is sponsoring Team Italy. Kim Kardashian's brand, Skims, is also making a massive lifestyle play by moving into the athletes' inner circles. The reality star's line has welcomed dozens of athletes to their temporary home in the Milan Cortina Olympic Village with viral care packages packed full of goodies. 

Pulling off a fashion partnership on the Olympic stage is no easy feat from a branding perspective, as each outfit, logo, and colorway is carefully designed to balance the brand's aesthetic with the national identity of the team being represented. 

Despite the pressure, fashion's biggest names haven't shied away from the task. Many will showcase their hard work when the Opening Ceremonies transform the stadium into a world-renowned catwalk on Friday night. 

Here's a look at what's in store from a fashion perspective at the 2026 Winter Olympic Games. 

Ralph Lauren is continuing its tradition of supporting Team USA

When you think of the Olympics, you think of Ralph Lauren. The brand has been designing uniforms for Team USA since 2008, and this year is no different. 

The U.S. Olympic and Paralympic Committee is one of the only National Olympic Committees that doesn't receive financial government support, so the brand's continued investment remains crucial for the Americans.

For the 10th year in a row, Team USA will be repping red, white, and blue designs, courtesy of Ralph Lauren. This year, the brand opted to design chic, minimal looks using inspiration from the American flag. During the Opening Ceremonies, the color white will be on full display when Team USA marches in rocking wool toggle coats, paired with tailored wool pants and classic American flag sweaters and beanies. 

“We kept coming back to accenting everything in white,” David Lauren, chief branding and innovation officer at Ralph Lauren Corporation, said, per "Time."

“We felt the purity and simplicity feels fresh, and is much needed at a time when there is so much complication and so many challenges and so much going on in the world. White seems to resonate," he added. 

Ralph Lauren’s Team USA 2026 Olympics gear✨ pic.twitter.com/x4QZVGio5g

Lululemon is sponsoring Team Canada

Team Canada will be sporting Lululemon at the 2026 Winter Olympic Games. This will be the third year the brand has served as the official outfitter of the Canadians.

The team's looks will feature the brand's oversized logo, along with a giant maple leaf, and a palette of red, alpine green, and purple as the main color scheme.

The collection is focused on "Canadian Pride" and draws inspiration from the country's landscape and environment, including a topographic map print, and bold maple leaf designs. 

Team Canada's apparel will feature high-performance fabrics, including Merino wool, Jacquard, and Translucent Glyde, along with plenty of insulation to prepare the athletes for top of mountain conditions. 

“From the outset, lululemon has been an incredible partner of Team Canada, always understanding and putting the needs of athletes first in their design process and their entire approach to the partnership," David Shoemaker, CEO and Secretary General, Canadian Olympic Committee said in a release. "We can’t wait to see this amazing kit on full display in Italy and back at home as the nation comes together and rallies around Team Canada in February.”

J. Crew is repping the American Ski & Snowboard Team

J. Crew is the official lifestyle apparel partner of the U.S. Ski & Snowboard team. The brand announced a three year partnership last month, in celebration of the brand's longstanding connection to apres-ski style.

"This partnership is about more than outfitting athletes and fans, it’s about celebrating U.S. Ski & Snowboard’s commitment to athleticism, dedication, and excellence,” Libby Wadle, chief executive officer of J.Crew Group said in a press release. “We’re proud to spotlight the remarkable journeys of these athletes and build excitement around the sport as they head toward the Winter Games.” 

The 26-piece capsule features refined knitwear, loungewear, and essential cold-weather items embellished with vintage patches. 

Armani's sports brand EA7 is designing for Team Italy  

Italy doesn't mess around when it comes to fashion. Being the host city this year, there's no question on if the Italian's will bring top-tier style to the competition. This year, Team Italy's looks were designed by Emporio Armani's sports brand, EA7. 

The brand has been designing Team Italy's looks since 2012 and returned once again in support of the athletes competing in 2026. 

Before his passing at the age of 91 in September 2025, the famed Giorgio Armani raved about his collaboration with the Olympics. 

"Working for and with Italian athletes is always a pleasure and a source of great pride. I chose a single color, white, to suggest harmony with the snow-capped peaks,” he said in May, per a press release shared by the Olympics. “Among the values of sport, respect is perhaps one of the highest, and I captured it in an idea of simplicity, clarity, and purity.”

The powerhouse designer was a proud citizen of Milan, where he opened the brand's headquarters at its inception. 

Skims is giving tons of free merch away to athletes

Kim Kardashian's brand Skims has officially taken over the Olympic Village. 

Dozens of athletes have already raved about their generous Skims hauls on social media, showing off eveerything from cozy monogrammed robes, to pajamas, and oversized furry duffle bags, on social media. 

In its continued partnership with Team USA in 2026, Kardashian's line has outfitted this year's competitors in fresh, yet cozy, patriotic looks designed for life away from the slopes. 

“It’s truly an honor to continue this incredible partnership with Team USA,” Kardashian said in a statement. “This collection celebrates the courage, determination and excellence of these incredible athletes, inspiring us to all push further, dream bigger, and embrace who we are. I’m proud that Skims can support and celebrate them as they go for the gold.”

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