TL;DR
The North Face signs an eight-year deal to outfit U.S. Ski and Snowboard teams for the 2026-2034 Olympics. H&M teams with Lotto for a sports-inspired capsule ahead of the World Cup. Gymshark launches a new athlete collaboration collection. These moves highlight brands’ focus on performance, heritage, and sustainability.
The North Face has secured an eight-year partnership to become the official performance apparel provider for U.S. Ski and Snowboard, supporting athletes through the 2034 Winter Olympics in Salt Lake City.
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In a move to strengthen its presence in winter sports, The North Face announced it will outfit U.S. Ski and Snowboard athletes across all 11 disciplines, including alpine, freestyle, Nordic, and para events. The partnership, effective immediately, extends through April 2034, covering upcoming World Cup events, world championships, and the 2026 and 2030 Winter Olympics.
The company will supply outerwear, base layers, mid-layers, training gear, accessories, and luggage. Chris Goble, global brand president of The North Face, emphasized the brand’s commitment to innovation and supporting athletes in extreme conditions. U.S. Ski and Snowboard CEO Sophie Goldschmidt highlighted the partnership’s focus on performance and athlete support, beyond just apparel.
Additionally, The North Face plans to launch a consumer collection in fall 2026, featuring products inspired by the partnership. The deal marks a significant expansion of The North Face’s involvement in competitive winter sports and Olympic sponsorships.
Why It Matters
This partnership underscores The North Face’s strategic focus on high-performance, athlete-tested products, aligning brand reputation with elite winter sports and Olympic visibility. It reflects a broader industry trend of brands investing in sports sponsorships to boost credibility and consumer engagement.
For U.S. Ski and Snowboard, the deal ensures access to advanced gear that could enhance athlete performance, while also providing marketing exposure. The collaboration may influence winter sports apparel standards and consumer perceptions of technical outdoor gear.
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Background
The North Face has previously sponsored various outdoor and adventure sports teams, but this eight-year Olympic partnership is one of its most extensive commitments in winter sports. The deal aligns with the upcoming 2026 Winter Olympics in Salt Lake City and the 2030 Games in France, where winter sports apparel is a key focus. The company’s investment in athlete gear reflects a broader industry emphasis on innovation and sustainability in performance apparel.
“Every single piece in this collection is designed with the uncompromising innovation required to support our winter athletes as they compete in the world’s most extreme conditions.”
— Chris Goble, global brand president, 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.”
— Sophie Goldschmidt, CEO of U.S. Ski and Snowboard
What Remains Unclear
It is not yet clear how the consumer collection launched in 2026 will be received or how the partnership might evolve beyond 2034, especially regarding sustainability initiatives and product innovation.
What’s Next
The North Face will begin outfitting U.S. Ski and Snowboard athletes immediately, with the first major competitions under this partnership occurring in the upcoming winter season. The consumer collection is expected to launch in fall 2026, coinciding with the Winter Olympics in Italy. Further details on product development and sustainability commitments are anticipated in the coming months.
Key Questions
What disciplines will The North Face outfit for U.S. Ski and Snowboard?
The North Face will provide gear for all 11 disciplines, including alpine, cross country, freeski, freestyle moguls, aerials, Nordic combined, para alpine, para Nordic, para snowboard, ski jumping, and snowboard.
Will the consumer collection be available worldwide?
The collection will be sold at North Face stores and online, starting in fall 2026. Distribution beyond North America has not been confirmed.
How does this partnership compare to previous Olympic sponsorships?
This is one of The North Face’s most comprehensive Olympic sponsorships, covering multiple disciplines over eight years, signaling a significant long-term commitment to winter sports.
