Every Olympic Game brings together a unique mix of innovative sportswear and clothing designs, each presenting a fascinating display of athleticism and style that captures the attention of audiences around the world.
With just one day until the official opening of the Paris 2024 Olympic Games, the sheer number of sportswear and uniforms are stunning.
The Pret-A-Couture ensemble designed by Michel & Amazonka for Team Mongolia is especially so, featuring intricate embroidered details and accessories inspired by traditional attires. The details reveal traditional patterns, the Mongolian flag colours and, on very close observation, an embedded Olympic torch.
Ulaanbaatar-based fashion label, Michel & Amazonka, was established in 2015 by designer sisters Michel and Amazonka. They produce fashion pieces that combine European styles with hand-sewn ethnic embroideries and embellishments.
The partnerships between Olympic athletes and apparel brands are some of the most coveted deals in sports marketing, providing unmatched brand visibility and prestige. Fashion labels compete to showcase their work in front of hundreds of thousands of spectators, as well as millions more tuning in from home.
Lately, luxury brands have become big players in the world of sports sponsorships. Whereas Prada sponsored the Chinese women’s soccer team for the 2023 FIFA Women’s World Cup, Louis Vuitton will sponsor the 2024 Olympic Games in Paris. What’s more, luxury brands have appointed more athletes through the years to represent them as ambassadors. As a result, “tunnel walks,” or the pathways connecting locker rooms to arena entrances, have become a version of Fashion Week’s red carpets.
Reading Resources
- Case Study | Fashion’s New Rules For Sports Marketing [Business of Fashion]
- Sports Inspired Clothing Market: The Influence of Sports on Fashion Forward Looks
- Numeris Média is officially accredited media to the 2024 Paris Olympic Games