If you stopped by Ralph Lauren’s Boulevard Saint-Germain store, you might run into Jill Biden, John Mulaney, or Spike Lee dining in the brand’s in-house restaurant. When Tom Cruise and Billie Eilish showed up to watch events, they were wearing custom Ralph Lauren outfits.
Since 2008, Ralph Lauren has outfitted Team USA at the Olympic Games. This year was no different: Olympians looked dapper in blue blazers with red and white trim, polo shirts, and jeans that reflected the label’s expertise in crafting classic American style. But Ralph Lauren also went beyond clothing: It transformed cultural moments throughout the Olympics into opportunities for people to engage with the brand, making it the winner of the enduring impact category in 2025’s Innovation by Design Awards.
For those who couldn’t visit Paris, the brand created a virtual Roblox world that allowed fans to feel like they were among the athletes in Team USA House. “Storytelling has always been at the heart of what we do,” says David Lauren, the company’s chief innovation officer, “creating transportive experiences that bring you into the cinematic world of Ralph Lauren.”
Ralph Lauren uses the Olympics to highlight its innovative design process. In the past, it has outfitted athletes in light-up blazers, shirts that track biometric data, and jackets embedded with warming technology. In 2024, athletes wore polos made from recycled cotton using a cutting-edge, fabric-to-fabric recycling technology developed by Natural Fiber Welding.
Historically, recycling has tended to make cotton fibers very short, causing them to pill or break. But welding the fibers together makes the quality indistinguishable from long-staple virgin cotton.
“We want the athletes to look and feel their best as they walk into that stadium, or step onto a boat in the Seine, on the biggest stage in sport,” Lauren says. “We constantly challenge ourselves to evolve and push the boundaries to provide Team USA with the best.”
This story is part of Fast Company’s 2025 Innovation by Design Awards. Explore the full list of companies creating products, reimagining spaces, and working to design a better world. Read more about the methodology behind the selection process.
