Strategies and Challenges for Brands at the Olympics

We’re used to fashion giants like adidas and Nike designing athlete uniforms for the Olympics and Paralympics.

This year however, it’s likely we’ll see smaller labels on the podium.

In this programme we hear from the diverse list of designers and learn why the fashion industry is so keen to work with sports stars.

Presented and produced by Megan Lawton

(Image: Portugal's Gabriel Ribeiro competes during the Skateboarding Men's Street Preliminaries of the Olympic Qualifier Series 2024.Image: Getty Images)