To improve the image of America and their athletes, Polo Ralph Lauren has been selected to be the official "outfitter" of the US team at the 2008 Summer Olympics in Beijing, consisting of 1,500 athletes. The previous "outfitter," Canadian apparel company Roots Ltd. appeared too casual for official representation of United States, so they're upping the ante with preppy polos and vest sweaters.
The Wall Street Journal says that "The preppy styles Polo is making for the athletes to wear in the Opening and Closing ceremonies and in the Olympic Village will mark a departure from sporty outfits that the American team has worn in recent years, such as retro ski jackets inspired by vintage Ducati motorcycle ads that were worn in Turin, Italy, in 2006."
If it does prove successful and have a high revenue return, this initiative will be applied to the "Winter Olympics in Vancouver, Canada, in 2010, the Summer Olympics in London in 2012, and beyond."
via WSJ
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