• WWD/ By Jean E. Palmieri

Champion, Levi’s to Outfit BMX Freestyle Team at 2020 Olympics


The team, coaches and staff will wear outfitted with specially designed jeans and T-shirts.

The BMX Freestyle National Team will be sporting a couple of America’s most venerable apparel brands when it competes at the 2020 Tokyo Olympics.

USA Cycling said Wednesday that it has signed a deal with Champion Athletic Wear and Levi’s to design and create an apparel line for the athletes, coaches and staff to wear at their Olympics debut. The collection of jeans and T-shirts will be offered to consumers as well although details on specific pieces, distribution and pricing is not yet available.

“We are proud to collaborate with two great American brands who have been around for 100-plus years,” said Rob DeMartini, president and chief executive officer of USA Cycling. “When you think of American denim, it is synonymous with Levi’s. To have our athletes outfitted in a quality brand with a legacy of being quintessentially American is a perfect match. Additionally, Champion will celebrate its 100th anniversary this year and we will celebrate ours in 2020. Over the past century they have become a fixture in American athletics and we are excited to find new and meaningful ways to work with them to continue to carry on that legacy. With the amount of coverage BMX Freestyle will receive from the media in the lead-up to and during their debut in the Games, we are excited to have the opportunity to showcase the sport with these meaningful partners in an innovative way.”

Jon Ram, group president of activewear for Champion’s parent, Hanesbrands Inc., said: “With Champion’s dedication to creating apparel that helps athletes perform at their highest level, while incorporating design for true self-expression on and off the course, we’re excited that both athletes and consumers will benefit from this new partnership. Entering the world of cycling is a natural progression for our brand and a thrilling new chapter for us.”

Jennifer Sey, chief marketing officer of Levi Strauss & Co., said the brand has “been the choice of bold self-expressive youth for generations. In this spirit, we are honored to support BMX Freestyle’s Team USA in the lead-up to the 2020 Olympics and the team’s inaugural appearance at the games.”


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