Ralph Lauren Unveils Milan-Inspired Team USA Winter Games Uniforms

NEW YORK: Ralph Lauren is set to clothe the U.S. Olympic and Paralympic teams for the landmark 10th time, unveiling its official uniform design for the upcoming 2026 Winter Games in Milan Cortina. The collection, which is available to consumers starting today, blends the brand’s signature preppy American classicism with a distinct nod to its Italian host city.

For the highly anticipated Opening Ceremony at San Siro Stadium in Milan, U.S. athletes will wear a striking ensemble: winter-white wool coats featuring engraved wooden toggles, a patriotic American flag turtleneck sweater, and matching wool trousers.

The partnership between Ralph Lauren and Team USA began with the 2008 Beijing Games, where the brand debuted its signature, preppy look inspired by the 1920s and ’30s. Since then, the collaboration has become a lucrative tradition, consistently boosting brand visibility. Notably, the brand’s shares saw a surge in the week following the 2016 Rio Opening Ceremony kit reveal.

“Every time we get the kit, it’s maybe the most exciting part of the Olympic experience, pulling on the Opening Ceremony outfit,” said Evan Bates, a three-time Olympian and defending ice dancing world champion.

David Lauren, Chief Branding and Innovation Officer for the company, emphasized the challenge and prestige of the ongoing collaboration. “You really have to understand what the spirit and the energy is gonna be around each game,” he said, focusing on designing gear that makes the world’s greatest athletes feel comfortable on a global stage.

The unveiling comes as Ralph Lauren experiences a strong resurgence in market appeal, successfully attracting younger consumers and appearing frequently on high-profile celebrities. Olympic speed skating champion Erin Jackson, who received several duffel bags of gear at the 2022 Games, noted the natural fit: “Ralph Lauren just has that classic American style and it just fits with Team USA so nicely.”

The new collection’s retail release coincides with this recent surge in popularity, driven by moments like Taylor Swift wearing a Ralph Lauren dress for her engagement to NFL tight end Travis Kelce, further cementing the brand’s position at the intersection of fashion and American culture.