TL;DR
The North Face has signed an eight-year deal to outfit the U.S. Ski and Snowboard teams for the 2026 and 2030 Olympics. H&M is launching a sports-inspired collection with Lotto ahead of the World Cup. Gymshark introduces a new athlete collaboration with Chris Bumstead. These moves reflect ongoing brand strategies in sportswear and sustainability.
The North Face has secured an eight-year partnership to become the official performance apparel provider for the U.S. Ski and Snowboard teams, covering all disciplines through the 2034 Winter Olympics.
The partnership includes outfitting athletes, coaches, and staff with outerwear, base layers, and accessories for competitions, training, and official events. The gear will be used in the 2026 Winter Olympics in Salt Lake City and the 2030 Games in France. The deal emphasizes innovation and performance, with The North Face aiming to support athletes in extreme conditions. Additionally, the company plans to launch a consumer collection in fall 2026.
Meanwhile, H&M is releasing a capsule collection with Lotto, inspired by soccer culture, ahead of the upcoming World Cup. The collection features heritage sportswear with modern touches, including jerseys, polos, and accessories, launching on May 21.
In the sustainability sector, Rhone is expanding its resale platform, reRhone, with a new trade-in program allowing customers to exchange gently worn items for store credit, aiming to promote durability and responsible consumption. The program is conducted online and in partnership with Archive, launched earlier this year.
Why It Matters
This series of developments highlights ongoing trends in sportswear innovation, brand collaborations, and sustainability efforts. The North Face’s Olympic partnership underscores the importance of performance gear in elite sports, potentially boosting brand visibility and credibility. H&M’s collaboration with Lotto reflects the influence of sports culture on fashion and consumer engagement. Rhone’s expansion into resale aligns with growing consumer demand for sustainable practices, which could influence industry standards and customer loyalty.
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Background
The North Face has been expanding its presence in sports and performance markets, with previous partnerships and product launches. The upcoming 2026 Winter Olympics in Salt Lake City and the 2030 Games in France are significant milestones for Olympic sponsors. H&M’s recent focus on heritage sportswear and collaborations with sports brands is part of its broader strategy to tap into the global sports fashion trend. Rhone’s resale initiative is part of a wider movement among apparel brands to incorporate sustainability and circular economy principles.
“Our brand promise has always been to make athlete-tested, expedition-proven products to push human potential. It is a privilege to outfit the U.S. Ski and Snowboard team for the next eight years.”
— Chris Goble, global brand president at The North Face
“This partnership is about more than outerwear; it’s about equipping our athletes with world-class gear that supports them from training to competition as we build toward 2030 and 2034.”
— Sophie Goldschmidt, CEO of U.S. Ski and Snowboard
“Working with Lotto’s archives felt like opening a very specific chapter of sports culture — one with true nostalgia and credibility.”
— Andreas Löwenstam, H&M menswear design lead
“Lotto has always lived at the intersection of performance and culture. Our collaboration with H&M offers a platform to express our heritage through a modern lens.”
— Jameel Spencer, WHP Global chief marketing officer for fashion and sports
“Introducing trade-in is an important next step because it gives customers a way to participate in keeping quality products in rotation and supports a more thoughtful approach to consumption.”
— Bethany Evans, chief marketing officer of Rhone
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What Remains Unclear
Details about the specific products included in The North Face’s Olympic gear line and the full scope of consumer collection plans remain unconfirmed. The impact of these collaborations on market share and brand perception is also still developing. Additionally, the full rollout and customer response to Rhone’s resale program are yet to be seen.
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What’s Next
The North Face will begin producing and distributing gear for the U.S. teams in the coming months, with athlete outfitting expected to be visible at early World Cup events. H&M’s Lotto collection will launch on May 21, with broader retail distribution. Rhone’s trade-in program is now live online, and the company will monitor customer participation and sustainability impact over the coming quarters.
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Key Questions
What specific products will The North Face supply for the U.S. Ski and Snowboard teams?
The partnership includes competition outerwear, base layers, mid-layers, training wear, accessories, and luggage, designed for all disciplines and conditions.
When will the H&M x Lotto collection be available for purchase?
The collection will launch on May 21 in select stores and online, featuring heritage-inspired sportswear with modern details.
How does Rhone’s trade-in program work?
Customers can send back gently worn Rhone apparel online, receive a verification, and get store credit via a prepaid shipping label, with items resold on the platform.
Are these collaborations part of broader industry trends?
Yes, they reflect ongoing moves toward integrating sports performance with fashion and increasing sustainability efforts in apparel brands.
