About this episode
While the Olympics remain one of the world’s biggest sporting stages, they are also one of the most tightly controlled marketing environments. Rules limit how sponsors can interact with athletes and advertise during the Games. As a result, fashion and sportswear brands are finding alternative ways to capitalise on the moment, from outfitting national teams and launching capsule collections to sending squads of influencers to experience the Games.BoF correspondents Haley Crawford and Mike Sykes join Sheena Butler-Young and Brian Baskin on The Debrief to unpack how the winterwear boom is reshaping the Olympic marketing playbook. Key Insights:Musician Bad Bunny’s choice of Zara for his Super Bowl halftime show outfit crystallises a broader tension in fashion marketing: the balance between cultural relevance and commercial perception. Whilst Sykes acknowledged the pushback from critics who found the use of a fast-fashion Spanish brand on such a global platform surprising, he also notes the strategic logic. “This performance is supposed to be about inclusivity, and part of that is accessibility and affordable products. And plus, Zara is also a Spanish brand... It makes more sense considering the cultural magnitude of the performance,” Sykes says.Crawford argues the Games are no longer just about logo placement on performance gear, but a broader spotlight on winter fashion as a growing category. “We've seen that consumers are interested, not only from a performance perspective, but also from a fashion-forward perspective, in having gear that's equally stylish as it is performance driven on the slopes,” she says. But Olympic marketing comes with strict limitations. As Crawford explains, official sponsors can use Olympic branding, but others must tread carefully. For non-sponsors like Canadian label Roots, that means linguistic gymnastics: using phrases like “rooting for Canada” without explicitly referencing the Games.With broadcast advertising and official branding tightly controlled, being visibly present at the Games can be the most direct route to global reach. Sykes points to Adidas’ scale: “We’ve seen a bunch of brands like Adidas…that launched this 700-piece collection.” Even if it is not a traditional campaign, the visibility is enormous. “Just to have your logos on some of these athletes as they perform, while millions of people are watching across the globe, that is the sort of marquee way we’re seeing brands participate,” he says.As leagues and federations try to expand their audiences, fashion-forward fan wear has become a strategic priority. Crawford says Off Season’s approach to Team USA illustrates the shift: rather than just jerseys, brands are creating “wearable jackets and sweaters and things that fans can actually wear in their day-to-day.” Sykes sees the trend as part of a wider evolu
