How Fashion Brands Are Winning the Winter Olympics

While the Olympics remain one of the world’s biggest sporting stages, they are also one of the most tightly controlled marketing environments. Rules limit how sponsors can interact with athletes and advertise during the Games. As a result, fashion and sportswear brands are finding alternative ways to capitalise on the moment, from outfitting national teams and launching capsule collections to sending squads of influencers to experience the Games. BoF correspondents Haley Crawford and Mike Sykes join Sheena Butler-Young and Brian Baskin on The Debrief to unpack how the winterwear boom is reshaping the Olympic marketing pl...