On race day, American ski teams need sophisticated and streamlined apparel.
However, after the finish line, it's time for a cool, comfortable and fashionable thread. Ready to use: National exterior with vintage mountain vibes.
US Ski & Snowboard is partnering with retailer J.Crew to create new lifestyle outfits that include pullovers, loungewear, sweaters and cold weather accessories. This is a three-year contract that leads to the 2026 Milan Cortina Olympics. J.Crew has been present across many of the organization's top events, including sneak peaks, which are on store shelves during the World Cup final at Sun Valley on Tuesday.
Sophie Goldschmidt, president and CEO of US Ski & Snowboard, said in an interview: “The mountain lifestyle is becoming more and more focused for us as the world grows more about experience and adventure.
US Ski & Snowboard still has Kappa as a technical gear sponsor for racing and training. However, as the athlete descends from the slope, J.Crew has an outfit.
“We're looking forward to seeing you in the future,” said Libby Wadle, CEO of J.Crew Group. “We are really excited to attract new fans this way and celebrate our skiing and snowboarding lifestyle.”
For the idea of a new product line, J.Crew has reached the history of skiing and snowboarding. It inspired me from old patches, posters and logos. As part of the new collection, J.Crew will leverage storytelling to highlight these Olympic athletes, world champions, and World Cup standouts across all winter sports and disciplines.
“These athletes are the best, they've gone through a lot, and everyone has an individual story,” Waddle explained. “It resonates with our customers and honestly, everyone there. We celebrate it and really help us take them to a platform that speaks louder to a larger audience.”
Goldschmidt has been added. “It's a three-year partnership, because I think it takes time to really optimize the different elements. It's a brand that's willing to innovate.”
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AP Skiing: https://apnews.com/hub/alpine-skiing
