Inside Fashion’s Biggest Olympics Ever

In 2024, the Olympics are in fashion.

Brands across the industry, from the highest echelons of luxury (LVMH is the event’s premium partner) to mass-market players (Gap-owned Athleta is the “dry land” sponsor of Team USA swimmer Katie Ledecky) are aligning themselves with the Games in Paris in hopes of capturing some of that Olympic shine for themselves.

The Olympics have always been a playground for large brands with deep marketing budgets, like sportswear giants like Nike or Adidas or…