We’ve been so ears-to-the-ground on the 2020 Olympics that we’ve hardly had the time to take a look around. In fairness, that’s been for good reason – surfing will make its Olympic debut at Tsurigasaki Beach in Japan’s Chiba prefecture in a few short months (climbing and skateboarding, too!) and there are so many questions that remain. E.g. will Kanoa Igarashi go with bleached tips or au naturel for the big day? More on that as it develops.
But if we may, let’s fast forward ahead to the Summer Games’ chiller, frostier counterpart, the Winter Olympics set to take place in 2022 in the tiny Chinese mountain town of Beijing (population 19.6 million, average snowfall about 8 inches).
In two short years, the United States’ best and brightest skiers and snowboarders will head to China to compete for gold on manmade snow, and the question on everyone’s lips is: what will they be wearing?
According to a Tuesday release, there’s been a bit of a shakeup in that department. Beginning in 2006 and at every Winter Olympics since, Burton has been the official apparel sponsor of the U.S. Snowboard Team. Remember the space-themed uniforms of the 2018 Olympics in Pyeongchang? But starting now and through the 2022 Games, Volcom will be the U.S. Snowboard Team’s official sponsor, unseating Burton.
“The collection design nods to U.S. heritage with pops of red, white, and blue, as well as stylized camo prints.” Photo: Volcom
In a hilarious video featuring rappers El-P and Killer Mike of Run the Jewels fame and even Shaquille O’Neal, Volcom announced the news to the world on Tuesday.
“We are so excited to be the official outfitter of the U.S. Snowboard Team,” said Todd Hymel, CEO of Volcom, in a press release. “To have the Volcom stone be worn by the best athletes, on the highest of stages in this sport is an honor. As we celebrate 20 years of Volcom Outerwear, this partnership ushers in a new era of our history.”
Obviously, outfitting the country’s best athletes is great but it’s also a major advertising boon for whatever company can land the gig – a fact not lost on Volcom who’s seeking to elevate the profile of its outerwear offering.
“We think it will lead to more eyeballs and more energy, even outside of the U.S.,” Volcom Chief Marketing Officer Ryan Immegart told Shop Eat Surf. “The next winter Olympics will also be in China, which is a key region for our growth.”
According to Volcom, members of the U.S. Snowboard Team roster will be outfitted with gear for the upcoming World Cup, World Championship, and National events, for all official training camps, and for the big dance: the 2022 Winter Olympics in Beijing. “The collection design nods to U.S. heritage with pops of red, white, and blue, as well as stylized camo prints,” Volcom says.
