The opening of the Paris Olympic Games is just around the corner, becoming the fashion week of sports.

With the approach of the Paris Olympic Games, the delegations have announced their own competition clothing, showing a "competition" scene.

The host country, France, was naturally the most active team, with the country's major luxury brands helping to design their athletes' outfits from the games to the opening and closing ceremonies, and many spectators were amazed by the gradual colors and clever shapes.

In addition, Adidas, Nike and other sports brand giants have won orders from a number of countries, while fashion giants such as Armani and Ralph Lauren have also "platform" for their respective national teams, Lululemon and other high-end sportswear brands have also successfully designed the clothing of the Canadian delegation.

For apparel and sporting goods manufacturers, the Olympic Games is a huge brand exposure and traffic growth opportunity, is an important moment for brand marketing.

On the factory floor in the Emilia-Romagna region of France, artisans are busy making the shoes worn by the French delegation at the opening ceremonies of the Olympic and Paralympic Games.

Luxury brand Berluti has set up a "special order" office in order to perform well at the Olympics. They used CAD software to model the shoes, which were then tailored to each athlete's ideas and measurements.

For example, basketball prodigy Vimbanyama's feet are a size 57, outside the brand's usual standard size range, but Berluti has personalized them to ensure athlete comfort.

Berluti Project director Legoff said: "The athletes have to be comfortable and not too hot, and the temperatures can be very high in July. They've been waiting their whole lives for the Olympics and we have to make sure they're comfortable."

In addition to leather shoes, Berluti was responsible for designing the tuxedos worn by the French delegation at the opening ceremony. The brand chose midnight blue, a symbol of French elegance, as the base color, and the neckline adopted a blue-white-red gradient design to pay homage to the French flag, but without losing its simplicity and generosity.

On the other hand, Louis Vuitton is back to jewelry design, responsible for the design of the Paris Olympic torch storage cabinet and medal suitcase, the classic LV dark pattern is also widely used among them.

In addition, Sephora, Hennessy, Chanel's Lesage studio also played their own role in the Paris Olympic Games.

The Paris Olympics are set to be a "hipster" event, including new sports such as breakdancing. In the field of traditional clothing, international brands have introduced eye-catching designs.

As a highly sought after brand by consumers in recent years, Lululemon, which originated in Canada, started from high-end yoga clothing and gradually expanded to all areas of the sports industry, forming a direct competition with Under Armour, Nike and other brands.

In this Olympics, Lululemon designed several outfits for the Canadian delegation to meet the needs of different occasions. In addition to the solemnity of the opening ceremony, the award clothes they designed combined red and white tones, integrated maple leaf elements, both highlighting national characteristics and style, and also added side zippers and other cooling designs.

On April 18, Adidas released the sports equipment of the Olympic delegations of many countries sponsored by it in Paris, including the latest competition clothes of the Chinese women's volleyball team.

The Olympic year is an important moment for sports brands to carry out marketing, and Olympic marketing can reach consumers and audiences more vertically and accurately.

For brands, the Olympics is also a great opportunity to expand overseas markets and demonstrate brand influence.