American Olympic athletes are showered with so much merch and custom gear, both before and during the games, that I wonder how they pack for it.
Part of the volume stems from brands supplying dedicated outfits for every possible moment an athlete might encounter. But while the opening ceremony fashion and the technical event uniforms might occupy the most cultural headspace, what Olympic champions wear at the podium while the anthems play and medals are handed out – this year on custom Louis Vuitton trays no less – might garner the most undivided attention of all.
That’s why it should be a surprise to no one that Nike, a brand that knows a thing or two about sports marketing, has, in recent decades, made a concerted effort to be the outfitter of record for American medal winners.
At first glance, the company’s podium-specific outfits for the 2024 Summer Olympic Games in Paris look like a modern dark blue tracksuit with tasteful patriotic branding that makes the stuff worn by greats like Carl Lewis in the 90s feel like a parody.
But at least one unique feature on the pants caught our attention and likely won’t appear much on TV: an integrated, technical-looking belt and buckle.
This is a moment where I’ll acknowledge that calling attention to the appearance of a belt on a pair of pants might seem asinine. In some ways, it is if you ignore the broader context. That said, most people would expect to see an elastic waistband or drawstring on a pair of warm-up / cool-down pants like these.
