TL;DR
The North Face has signed an eight-year deal to outfit the U.S. Ski and Snowboard Teams for the 2026-2034 Olympics. H&M is collaborating with Lotto on a sports-inspired collection ahead of the World Cup. Rhone is expanding its resale platform with a trade-in program, and Gymshark has launched a new athlete-inspired collection.
The North Face has announced an eight-year partnership to become the official performance apparel provider for the U.S. Ski and Snowboard Teams, supporting athletes through the 2034 Winter Olympics.
The North Face will supply outerwear, base layers, mid-layers, accessories, and luggage for U.S. Ski and Snowboard athletes across all 11 disciplines, including alpine, freestyle, Nordic, and para sports. The agreement covers competitions from World Cup events to the 2026 and 2030 Winter Olympics, with gear to be used during training, championships, and the Games. This partnership underscores The North Face’s focus on performance and innovation, with a new consumer collection planned for release in fall 2026.
Meanwhile, H&M is launching a capsule collection in collaboration with Lotto, the Italian sportswear brand, just ahead of the upcoming World Cup in North America. The collection, inspired by Lotto’s archives, features jerseys, polos, shorts, and accessories that blend heritage sportswear with contemporary fashion. It aims to evoke nostalgia while appealing to modern consumers, with the collection available starting May 21 at select stores and online.
Rhone is expanding its sustainability efforts by launching a trade-in program for its reRhone resale platform. Customers can send back gently worn Rhone apparel in exchange for store credit, with items inspected and verified before being resold online. The program, launched in partnership with Archive, aims to promote longer product life cycles and responsible consumption.
Gymshark has introduced a new collection inspired by athlete Chris Bumstead, continuing its focus on performance and athlete collaborations, though details of this launch are still emerging.
Why It Matters
This suite of developments highlights how major brands are aligning with sports, sustainability, and consumer culture to strengthen brand loyalty and relevance. The North Face’s Olympic partnership emphasizes its commitment to performance gear in high-stakes competitions, potentially boosting its brand image globally. H&M’s collaboration taps into the global sports fever ahead of the World Cup, blending heritage with fashion to attract younger consumers. Rhone’s resale initiative reflects a broader industry shift toward sustainability, encouraging responsible consumption and extending product life. Gymshark’s athlete-driven collections reinforce its position as a fitness lifestyle brand that resonates with its core audience.
Overall, these moves demonstrate strategic efforts to connect with consumers through sports, sustainability, and innovative collaborations, shaping industry trends and consumer expectations.
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Background
The North Face has historically sponsored outdoor and winter sports, now extending its commitment to Olympic-level athletes. The brand’s partnership with U.S. Ski and Snowboard builds on its reputation for high-performance gear and aligns with upcoming Winter Olympics in Salt Lake City. H&M has increasingly collaborated with sport brands to tap into sports culture and youth markets, with Lotto being a notable heritage brand from Italy. Rhone’s expansion into resale aligns with growing consumer demand for sustainability and circular fashion, a trend accelerated by increased awareness of environmental impacts. Gymshark’s athlete collaborations are part of its strategy to deepen engagement with fitness enthusiasts and leverage athlete influence.
“”Our brand promise has always been to make athlete-tested, expedition-proven products to push human potential. We’re proud 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 supporting our athletes 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
“”Introducing trade-in is an important step because it gives customers a way to extend the life of products they love and supports more thoughtful consumption.””
— Bethany Evans, Rhone Chief Marketing Officer
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What Remains Unclear
It remains unclear how extensive the consumer response will be to the new collections and resale programs, and whether these initiatives will significantly impact sales or brand perception in the long term. Details about the exact product offerings and pricing for the upcoming collections are still to be announced.
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What’s Next
Next steps include the launch of the H&M x Lotto collection on May 21, with initial sales expected to gauge consumer interest. The North Face will begin releasing its 2026 collection in fall 2026, alongside its Olympic gear. Rhone plans to monitor the uptake of its trade-in program, with potential expansion based on customer engagement. Further updates on Gymshark’s new athlete collection are anticipated as more details become available.
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Key Questions
When will The North Face gear be used in competitions?
The North Face gear will be used during all major competitions for U.S. Ski and Snowboard teams, including World Cup events, world championships, and the Winter Olympics through April 2034.
What is included in the H&M x Lotto collection?
The collection features jerseys, polos, shorts, socks, caps, scarves, and sneakers inspired by Lotto’s archives and designed to blend heritage sportswear with modern fashion.
How does Rhone’s trade-in program work?
Customers can send back gently worn Rhone apparel via prepaid shipping labels. Items are inspected and verified, then resold online, with customers receiving store credit within approximately 10 business days.
Will Gymshark’s new collection be available worldwide?
Details are still emerging, but initial launches are expected through Gymshark’s online channels, targeting its core fitness audience.
