Ralph Lauren Launches Collection To Support U.S. Olympic & Paralympic Athletes
The 'One-Year-Out Collection' Ad Campaign 2020
Today Ralph Lauren is launching “The One-Year-Out Collection”, exactly a year to the day from the planned Opening Ceremony for the next Olympic Games, which has been rescheduled for July 23, 2021. The collection is intended to help support athletes preparing for the postponed Games, and 25 percent of the proceeds will be donated to the Team USA Fund. The Team USA fund provides training stipends, illness and injury prevention, mental health counseling, nutrition resources, and other support services to American athletes who hope to compete in the Olympic Games.
The “One-Year-Out Collection” is a 32-piece men’s, women’s and children’s line which includes T-shirts, hoodies, sweats, and other athletic gear, which will be promoted through e-mail and word of mouth. The designs were inspired by the Tokyo 1964 Games, and the athletes have also received samples of the line. The line will be sold on the company’s web site and in select stores, and will also be available through Instagram Checkout on the athletes’ and brand’s pages, on which the athletes have begun wearing it as seen below.
Ralph Lauren said that a portion of the proceeds from the sale of every Olympics collection in the past has been donated to the athletes, but now the company is highlighting it more; also due to the postponement, the brand is planning to make it a year-round effort. The 2021 Tokyo Olympic and Paralympic Games also marks the seventh time that Polo Ralph Lauren has been the official outfitter for Team USA.
Consumers have historically embraced the product because they realize that their purchases will help support the athletes. However as a result of the pandemic, those aiming to compete in the 2021 Games now have another unexpected year of training — and costs — ahead of them. Whereas most of the international teams are supported by their governments, the American team is one of the few that is completely supported by the sponsors. According to Lauren, “Most of the athletes entering the Olympics don’t have a day job. They are very young and they need other resources. They need our support.”
The Olympic Games have always been a symbol for the world coming together, and its message of hope and unity is important now more than ever. Kudos to Ralph Lauren, both the person and the brand, for helping to keep the dream alive for these young athletes, and subsequently for the rest of the country as well.