TL;DR
Several major brands announced new collaborations and initiatives: The North Face will outfit U.S. Ski and Snowboard teams for the 2030 Olympics; H&M partners with Lotto for a soccer-inspired collection ahead of the World Cup; Rhone expands its resale platform with a trade-in program; Gymshark launches a new athlete-focused collection. These moves reflect ongoing trends in sports, sustainability, and brand collaboration.
The North Face has announced an eight-year partnership to become the official performance apparel provider for U.S. Ski and Snowboard, supplying gear for athletes competing in the 2030 Winter Olympics and beyond. Meanwhile, H&M is collaborating with Lotto on a soccer-inspired capsule collection ahead of the 2024 World Cup, and Rhone is expanding its resale platform with a new trade-in program. Gymshark has also launched a new athlete collection featuring Chris Bumstead. These developments highlight ongoing trends in sports sponsorships, heritage-inspired fashion, sustainability efforts, and athlete collaborations.
The North Face’s partnership with U.S. Ski and Snowboard will cover all 11 disciplines, including alpine, freestyle, Nordic, and para sports, with gear used during competitions through April 2034. The company will also launch a consumer collection in fall 2026. H&M’s capsule with Lotto draws on the Italian brand’s archives, incorporating vibrant jerseys, polos, and off-the-field apparel, launching on May 21. Rhone’s expansion of reRhone introduces a trade-in program allowing customers to send back gently used items for store credit, with inspections handled online and via UPS. Gymshark’s latest collection features Chris Bumstead, a prominent fitness influencer, emphasizing performance and athlete appeal.
Why It Matters
These developments demonstrate how brands are investing in sports partnerships, heritage-inspired fashion, and sustainability to appeal to consumers. The North Face’s Olympic sponsorship reinforces its position in winter sports and expands its consumer offerings. H&M’s collaboration taps into global soccer culture and heritage branding. Rhone’s resale initiative aligns with growing consumer demand for sustainable shopping options. Gymshark’s athlete collection underscores the importance of influencer partnerships in fitness apparel marketing. Collectively, these moves reflect broader industry trends toward performance, sustainability, and cultural relevance.
The North Face Men's Freedom Bib – Waterproof Ski & Snowboard Overalls, Non-Insulated, Adjustable Suspenders, Mesh Venting, TNF Black-NPF, Medium Regular
ALL-MOUNTAIN BIB: The Men's Freedom Bib merges durability with waterproof, breathable performance. Easing through the hip and thigh…
As an affiliate, we earn on qualifying purchases.
As an affiliate, we earn on qualifying purchases.
Background
The North Face has previously sponsored various outdoor and winter sports teams, but this long-term Olympic partnership marks a significant expansion of its involvement in competitive winter sports. H&M has increasingly collaborated with sports brands ahead of major tournaments, leveraging sports culture for fashion relevance. Rhone’s resale platform launched earlier this year amid rising consumer interest in sustainability and secondhand shopping. Gymshark has built its brand around athlete collaborations and influencer marketing, with new collections often centered on prominent fitness personalities. These initiatives are part of ongoing industry shifts toward integrating sports, heritage, and sustainability into brand strategies.
“”Our brand promise has always been to make desirable, 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
“”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 next step because it gives customers an even more direct way to participate in keeping quality product in rotation.””
— Bethany Evans, chief marketing officer of Rhone
H&M Lotto soccer capsule collection
As an affiliate, we earn on qualifying purchases.
As an affiliate, we earn on qualifying purchases.
What Remains Unclear
It is not yet clear how successful the North Face Olympic partnership will be in terms of branding impact or sales, nor the consumer response to the upcoming H&M x Lotto collection. Details about the specific products included in Gymshark’s new collection and its reception are still emerging. Additionally, the long-term effects of Rhone’s resale expansion on sales and customer engagement remain to be seen.
Rhone resale trade-in program
As an affiliate, we earn on qualifying purchases.
As an affiliate, we earn on qualifying purchases.
What’s Next
The North Face will begin supplying gear for U.S. Ski and Snowboard athletes at upcoming World Cup and championship events, with the official consumer collection launching in fall 2026. H&M’s Lotto collaboration will be available in select stores and online starting May 21. Rhone will start accepting trade-ins through its online platform, with the first resold items expected to appear shortly after. Gymshark plans to promote its new athlete collection through influencer marketing and targeted campaigns in the coming months.
Gymshark athlete performance clothing
As an affiliate, we earn on qualifying purchases.
As an affiliate, we earn on qualifying purchases.
Key Questions
What sports will The North Face outfit U.S. Ski and Snowboard athletes in?
The North Face will outfit athletes across all 11 disciplines, including alpine, cross country, freeski, freestyle, Nordic, para sports, ski jumping, and snowboarding, during competitions through 2034.
When will H&M’s Lotto collection be available?
The collection is set to launch on May 21, 2024, in select stores and online.
How does Rhone’s trade-in program work?
Customers can send back gently worn Rhone apparel via the online platform, receive an estimated credit, print a prepaid label, and get a discount code after inspection, typically within 10 business days.
What is the focus of Gymshark’s new collection?
The collection emphasizes performance and athlete appeal, featuring fitness influencer Chris Bumstead, with marketing expected to leverage influencer collaborations.
