The Olympic Games of Fashion Brands

With one week left for the Olympic games to begin, the fashion retailers are launching their products and campaigns to get a piece of the big business cake the Olympics represent.

Markus Lupfer designThe London Olympic Games will take place from the 27th of July until the 12th of August; the number of competitors participating is calculated in 10,500 coming from 205 different nations. It is expected that more than 9 million tickets will be sold. There is no doubt that being a sponsor of the participating teams will return profit. The sponsoring brands will be exposed to 20,000 broadcasters, photographers and journalists who will be communicating the happenings of the Games to more or less four billion people worldwide.

In addition the furor of having a souvenir from this world wide event it’s on and many brands had come up with collections inspired on the Olympics. The best example is the retailer Opening Ceremony, which is originally from the United States, which yesterday opened it’s pop-up store in London, where they are exhibiting a big number of items in collaboration with big brands like: Norma Kamali, Proenza Schouler, Chloé Sevigny, Anna Laub, Vanessa Arizaga and Markus Lupfer.

Other examples are brands like Pamela Love with a special necklace of skulls colors inspired on the game, Stella Mc Cartney of course. The online retailer Net-a-Porter, has launched special collaborations also to honor the games, one of them was done by Emma Cook. Apparel brands are not behind this trend, since July you are able to buy a special edition shirt at GAP, and of course the Activewear segment is not behind, for example Nike, Lululemon Athletica Canada Inc, and Adidas Originals.