The Wall Street Journal was told that a 10% royalty was to be paid to the United States Olympic Committee on sale of all Olympic-themed Ralph Lauren merchandise; I would expect that there are further considerations to be given the USOC. Beyond a few facts, then, I know little about the financial details or general depth of their relationship. My knowledge of the situation is limited to how it plays out on television and online to a passive observer.
I simply wanted to take a moment to say: this partnership between the two really seems to work.
Both brands are classic, aspirational and all-American. It’s refreshing and satisfying to see a marketing and branding partnership that fits so naturally.
Though I personally favor outdoor lifestyle brands like Patagonia, Columbia, or REI and though I find the polo horsemen obscenely oversized in their Olympic incarnation, I can’t see our Olympians on parade in anyone else’s gear.
The Opening and Closing Ceremonies – as well as all the other Olympics-related photo opps – are strictly fashion events and no other brand fits. Try to name one that would. Hilfiger? Izod? JCrew? Banana Republic? All laughable.
Here’s the Ralph Lauren 2010 Olympic Collection – all available for purchase (be warned: prices marked up with a serious Olympic premium).