TL;DR
The North Face signs an eight-year deal to outfit U.S. Ski and Snowboard teams for Olympics through 2034. H&M collaborates with Lotto on a sports-inspired collection ahead of the World Cup. Gymshark introduces a new athlete-inspired line. These moves highlight brands’ focus on performance, heritage, and sustainability.
The North Face has signed an eight-year partnership to become the official performance apparel provider for U.S. Ski and Snowboard, covering all Olympic and Paralympic winter disciplines through April 2034.
Under this agreement, The North Face will supply outerwear, base layers, mid-layers, training wear, accessories, and luggage for athletes, coaches, and staff. The partnership includes competition at World Cups, world championships, national events, and the 2030 and 2034 Winter Olympics, including the Salt Lake City Games.
Additionally, The North Face plans to launch a consumer-focused collection in fall 2026, featuring apparel inspired by the Olympic teams. The deal emphasizes the brand’s commitment to innovation and supporting athletes in extreme conditions, aligning with its global brand promise.
Why It Matters
This partnership underscores The North Face’s strategic focus on performance sports and Olympic branding, potentially boosting its visibility among winter sports fans and consumers. It also reflects broader industry trends where brands seek long-term athlete endorsements to enhance credibility and market reach.
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Background
The North Face has previously sponsored various adventure and winter sports initiatives; this deal marks a significant expansion into Olympic-level sports. The 2030 and 2034 Winter Olympics in the French Alps and Salt Lake City are key milestones. The partnership follows recent sportswear collaborations emphasizing performance and heritage.
“Our brand promise has always been to make the most desirable athlete-tested, expedition-proven products to push human potential. We are privileged to outfit the U.S. Ski and Snowboard team for the next eight years.”
— Chris Goble, global brand president of The North Face
“This partnership is about more than outerwear; it’s about equipping our athletes with world-class gear from training to competition as we build toward 2030 and 2034.”
— Sophie Goldschmidt, CEO of U.S. Ski and Snowboard
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What Remains Unclear
It is not yet clear how the partnership will impact The North Face’s sales or branding outside of winter sports, or whether similar deals are planned for other sports or regions.
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What’s Next
The North Face will begin delivering gear for upcoming competitions this year, with the consumer collection expected to launch in late 2026. Further details on the collection and its retail distribution are anticipated later this year.
athlete-tested expedition gear
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Key Questions
Will the partnership include all U.S. Ski and Snowboard disciplines?
Yes, the deal covers all 11 disciplines, including alpine, cross country, freeski, freestyle, Nordic, para events, ski jumping, and snowboarding.
When will the consumer collection be available?
The collection is scheduled to launch in fall 2026 at North Face stores and online.
Is this partnership exclusive to Olympic events?
While the primary focus is on Olympic and Paralympic competitions, the partnership also involves training camps, World Cups, and other national events through 2034.
What other brands are involved in recent Olympic sports sponsorships?
Several brands, including Nike, Adidas, and Patagonia, have ongoing or recent partnerships with Olympic teams or sports organizations, reflecting the importance of Olympic branding in sports marketing.
