How the Olympics have revolutionized the way we dress for sport

The Olympic Games have always been more than a celebration of sport: they are moments of genuine global unity. Every four years, the world pauses to watch, cheer, and engage, immersing itself in a media phenomenon that, though lasting only two weeks, dominates headlines and shapes the cultural conversation. Audiences follow the competition, are drawn to the thrill of sport, and elevate athletes to the status of national symbols and icons. Given this context, it is no surprise that the Olympics have become an increasingly strategic stage for fashion. From dressing athletes and guests during opening and closing ceremonies, to collaborating with research centers on cutting-edge technical garments designed to enhance performance, style and function converge in spectacular ways.

Olympic attire balances aesthetics, functionality, and representation—official uniforms often reflect national colors. For the Italian team, Giorgio Armani has been designing national uniforms in recent years, and he will continue to do so for Milano Cortina 2026. The latest collection debuts almost entirely in milk-white, combining down jackets, tracksuits, and waterproof trousers with technical footwear and accessories—a seamless embodiment of the designer’s enduring spirit. The collaboration between top designers and Olympic teams has a long and often iconic history. Ralph Lauren, for instance, has been crafting Team USA’s uniforms since 2008, blending American tailoring, preppy references, and techwear innovation. Lacoste has reinterpreted French national aesthetics with clean lines and essential colors, while Japan has entrusted its Olympic wardrobe to designers such as Issey Miyake, Yohji Yamamoto, and more recently Atsushi Nakashima, turning athletic wear into an exercise in technical elegance. Team GB partnered with Stella McCartney, the first female designer to create an entire Olympic collection, infusing global fashion language into the uniform. These collaborations have become strategic, transforming the Games into a worldwide showcase where sport and fashion intersect to express national identity.

Dressing an Olympic team is more than style or marketing; it is a communication strategy. Fashion leverages this media-heavy event to reinforce brands, highlight values associated with a sport or country, and push the boundaries of research and innovation. Below, we explore the technical innovations developed specifically for the Olympics that have revolutionized sportswear in recent years.

Ahead of the 1998 Nagano Winter Games, the Dutch team radically transformed speed skating attire by introducing zig-zag patterns on the legs to reduce air resistance. Patented by Delft University of Technology, these suits optimized airflow over the athlete’s body and yielded up to half a second in time gains. The innovation sparked debates about competitive fairness, highlighting the fine line between technological advantage and athletic skill.

For Vancouver 2010, Switzerland pushed the envelope with ice-skating suits composed of four different Eschler fabrics, each engineered for a specific body area and function: cut-resistant panels for critical zones, compression on the thighs to reduce muscle vibration, ultra-thin yet durable material for behind the knees and inner thighs, and mesh inserts for ventilation and moisture management.

During Pyeongchang 2018, Team USA faced record-low temperatures. Ralph Lauren designed parkas in American flag colors featuring integrated heating elements of silver and carbon ink. 

Athletes could activate the jackets with a battery-powered button, generating heat for up to eleven hours while adjusting the temperature, marrying functionality with elegant design.

For Beijing 2022, Professor Liu Li and her team at the Beijing Institute of Fashion Technology launched a research project creating next-generation sportswear for the Chinese team. 

Using VIC-3D digital imaging, athletes’ movements were meticulously analyzed to develop high-performance composite suits that optimized speed, comfort, and protection.

The upcoming Games will see the debut of Nike’s Therma-FIT Air Milano jacket, worn by Team USA during medal ceremonies. This inflatable, Air-based coat allows athletes to adjust insulation levels by inflating or deflating sections, while its two-layer composite structure maximizes warmth and comfort. Free from bulky padding, the jacket offers unprecedented freedom, blending futuristic design with practical innovation.

Therma-Fit Air Milano. Courtesy Nike

The innovation of the garment is its true independence from fixed, bulky padding and the resulting freedom it gives the athlete. The jacket is currently exclusive to the U.S. team for the 2026 Winter Olympics, but could see a commercial launch in the future.