How Smaller Brands are Scoring Big with Olympic Uniforms

Beyond the usual giants like Nike and Ralph Lauren, the Olympics are welcoming a fresh wave of uniform designers: smaller, specialized brands are stepping onto the global stage. Skate shoe brand Cariuma is designing uniforms for skateboarders from three countries, while swimwear brand Left on Friday is creating bikinis for Canada's beach volleyball team. These companies, alongside others like J. Lindeberg designing for US golfers, are finding success despite facing competition from giants like The North Face. This opportunity allows them global exposure as billions tune in to the Games, with Cariuma experiencing a surge in searches during the Tokyo Olympics just by sponsoring athletes. While big brands like Nike and Adidas will remain prominent, the rise of smaller players shows that authenticity and niche expertise can also win on the world's biggest sporting stage.

Cariuma: Sustainable skate shoe brand designing uniforms for skateboarders from three countries.
Left on Friday: Premium active swimsuit brand designing bikinis, cover-ups, and accessories for Canada's women's beach volleyball team.
J. Lindeberg: Swedish clothing company designing uniforms for the U.S. men's and women's golf teams.
Stéphane Ashpool: French designer outfitting highly technical uniforms for Team France to be produced by French sportswear manufacturer Le Coq Sportif.
LW Pearl: Irish womenswear label creating a formalwear collection for Team Ireland.
Volley: Australian footwear brand designing the official shoe for Team Australia.
P448: Sneaker brand creating a physical space that will function as an athlete meeting spot, event hub, and content creation studio. They are also partnering with many skateboarding athletes competing in the games and designing shoes with these Gen-Z Olympians to incorporate their insights.
Stella Jean: Haitian-Italian designer outfitting Team Haiti in collaboration with Haitian painter Philippe Dodard, whose artwork titled “Passage” is to be incorporated in the uniforms.
The New Originals: Dutch streetwear brand designing a collection for The Netherlands’ breakdancing squad.
Actively Black: Los Angeles-based sportswear label creating the uniforms for Team Nigeria.
Just In XX: Founder Justin Chou designed the official uniform of the Taiwanese teams.