The return of sport opens up a field of opportunities for fashion brands. And as the king of all sports, this summer’s Olympic Games, which kick off on July 23 in Tokyo, offer an even greater chance for companies to showcase their expertise on the world stage.
In a best dressed competition, however, the US National BMX Freestyle Team may have an advantage with two in-demand brands designing their uniform. American heritage brands Levi’s and Champion have worked with USA Cycling to become the team’s official clothing supplier. It is a crucial year for the sport as it marks its Olympic debut.
The partnership allows the two brands to showcase their innovations in performance clothing, with Levi’s designing official jeans with durability in addition to elasticity and recovery properties.
The Levi’s US BMX Freestyle Team Jeans feature a dark indigo wash, special trims, a ‘USA’ logo in white above the left front pocket and a reflective ‘USA’ ghost logo on the right back leg above the waistband. ‘hem. The jeans also feature a unique US Flag back patch with the words “Summer 2021” displayed in the lower corner.
According to Karyn Hillman, Product Manager at Levi Strauss & Co., the brand merges influences from the 80s and 90s, when BMX was in its infancy.
“We are very honored to partner with the USA Cycling BMX Freestyle team to design these competition jeans for athletes,” said Hillman. “This is a historic moment for the USA team as they make their Tokyo debut this summer, and we are delighted that Levi’s can be a part of it.”
The Champion sportswear brand is also taking this opportunity to apply its main innovations, including a tri-blend fabric composed of cotton, recycled polyester and elastane, which it will present in the team’s jerseys. The material is treated with absorbent elements, Fresh-IQ and X-temp to keep athletes comfortable during competition. Like jeans, jerseys were heavily influenced by ’80s and’ 90s fashion, with bold fonts and digitally printed graphics.
The last Olympic qualifying event will take place in France from June 4 to 8 during the UCI Urban World Championships in Montpellier, followed by the Olympic Games at Ariake Urban Sports Park in Tokyo.
This highlights greater collaboration between sports and fashion brands, with recent couples like MLB x Ralph Lauren, in which the brand has launched three limited collections in partnership with three of the most beloved baseball teams; NBA x Hugo Boss, which featured two NBA-themed clothing collections; and NBA x Louis Vuitton, Take Two, which was a continuation of a previous partnership.