Fashion and the Olympics: the most beautiful way to win!
Major sports competitions, such as the Olympics, always evoke intense rivalries, including between sportswear brands.
The competition between Adidas, founded by Adolf Dassler, and Puma, founded by his brother Rudolf, is emblematic of this rivalry. The two brothers were surpassed by Nike, but they all contributed to improving sports performance and creating high-quality sports shoes and equipment.
Adidas, Nike and Puma have also become fashion icons, working with designers such as Kanye West, the late Virgil Abloh and Rihanna to produce limited and expensive collections.
For the Paris 2024 Olympics, LVMH became a Premium Partner, for which it has invested 150 million euros. This gave the opening ceremony the aspect of a fashion show, despite the rain. LVMH entrusted the French team's official wardrobe to Berluti, with fabrics supplied by Nona Source. The French judokas wore kimonos by Kenzo and Louis Vuitton made the cases for the medals.
Other countries also turned out big: Giorgio Armani for Italy, Ralph Lauren and Nike for the United States. Independent designers such as Stella Jean for Haiti and Labrum London for Sierra Leone also contributed.
The Mongolian athletes particularly stood out for their modernised traditional costumes, designed by Michel and Amazonka, which won the award for style at the opening of the Games.
