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 (@haleycrawf ) and Mike Sykes (@mikedsykes ) join Sheena Butler-Young (@sheena.butler.young ) and Brian Baskin (@bbaskin512 ) on The Debrief to unpack how the winterwear boom is reshaping the Olympic marketing playbook.
🎙️ Listen now #linkinbio
📷 BoF Studio
Despite complaints around higher prices and concern over global uncertainty, consumer spending remains relatively resilient. To reach these cautiously confident shoppers in 2025, marketers should highlight value and remain consistent, yet agile, in their brand storytelling.
When shoppers are willing to spend, but choosier in how they allocate their dollars, advertising can be most effectively used to convince consumers a brand is offering them value, whether through accessible prices or product quality.
Read the full story by Haley Crawford (@haleycrawf ) #linkinbio
My latest for @bof
Had some amazing conversations with the best in the business from @wearesavi to @kcdworldwide and some wonderful brands including @tanner.fletcher@studs@elenavelez and more!
Find the full story at the link in my bio - happy reading! 🌟
