When the US Olympic team walks out at the opening ceremony in Paris this month, they will be dressed head to toe in Ralph Lauren (US:RL). It will be the ninth time the preppy brand has attired the world’s most successful Olympians; the event will take place almost exactly a year after Beyonce appeared on stage in Washington DC in a full-length Ralph Lauren white satin gown during her 'Renaissance' world tour.
- Expanding margins
- Outperforming peers
- Fresh customer base
- Strong brand
- Slow recent revenue growth
- Demand can be fickle
The continued sponsorship of the US team cements Ralph Lauren’s position as a patriotic, all-American brand. The company was founded in 1967 by the eponymous fashion designer who had been working at tie manufacturer Beau Brummell. Initially, Lauren had a sports focus. The first line of clothing was named Polo and it was just for men.