Jun 26, 2018 | By Emma Griffin
Team Italy will be well outfitted in style this summer — Prada has announced they will sponsor the Italian National Sailing Team for the Olympic and Paralympic Games, along with fellow Italian designer Giorgio Armani who will design for other competitive category uniforms.
S/S 12 Ad Campaign for EA7 Emporio Armani featuring Olympic swimmer Luca Dotto
Prada is using the design opportunity to encourage interest the often-neglected Olympic sport, as the luxury brand’s CEO Patrizio Bertelli explains to Vogue UK:
“Olympic classes are an irreplaceable step to allow a sailor’s talent to bloom. However, the high potential – in terms of communication as well – of Olympic sailing is too often neglected, or underestimated. For a brand like Prada, which is so closely connected to the top level of the sport, it thus comes naturally to encourage and support those sailors who may play a key role in other challenges in the future.”
With former campaigns for America’s Cup events (above), as well as other international competitions, the brand will continue to leave its imprint with plans to feature the brand’s logo on the hulls and sails of competing boats and other team support vessels.
This is the latest “designer” announcement, adding to a bevy of international talent employed by the Olympics this year. Team Azerbaijan will be outfitted by Italian label, Ermanno Scervina, designer Cedella Marley -yes, that Marley – teamed up with Puma for Jamaica’s Olympic kit, traditionalist Ralph Lauren will create (again) Team USA’s Opening and Closing Ceremony regalia, and of course, the most talked about collaboration, Stella McCartney x addias for Team GB.
Other teams opted for collaboration-free activewear, like TYR’s American triathletes in predicable “Stars and Stripes”, and Australian Olympians who unveiled their adidas uniforms in late March, now nicknamed “acid buzz” for their lime green accents with hidden kangaroo prints and ruched track jackets (shown above).
These announcements are just the beginning of Olympic news to come, the Active Team is expecting global news to build daily as countries continue to unveil their Olympic kits and team sponsors. Stay tuned! -Calvy Click
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.