The Finnish Olympic Committee and Luhta Sportswear Company, a pioneer in the Finnish clothing industry, are continuing their long-term partnership with a new agreement that runs through 2030. The partnership began in 2017 and has grown over the years into one of the success stories of Finnish sports and brand collaboration.
The Milan Games took visibility to a whole new level
This collaboration reached its peak at the Milan Olympics, where the Finnish Olympic team’s uniforms and visual identity reached an exceptionally wide audience. Viewership of the Games reached record levels, and YLE’s ratings soared to historic highs.
In particular, the “fashion show” featured during the Olympic opening ceremony and the Games brought Finnish design and sports together in a way that also resonated with audiences outside the sports world—sparking interest in both the team and the brand it represents.
The Olympic partnership supports Luhta’s international growth
The Olympic partnership is a great way to boost Luhta’s visibility in the international market. The upcoming Summer Olympics in Los Angeles in 2028 and the Winter Olympics in the French Alps in 2030 offer new opportunities to strengthen the brand’s visibility and growth in these major markets.
– We’ve been in the U.S. market for a long time, but only during the winter and with limited distribution. The Olympics in Los Angeles will give us visibility during the summer season as well. We have a strong presence in France, and the visibility provided by the Olympic partnership will support this, says Juha Luhtanen, CEO of Luhta Sportswear Company.
Blue-and-white collaboration brings the Olympic team closer to the Finnish people
At the heart of this partnership are Finnish identity, quality, and a shared goal: to bring the Olympic team closer to the entire nation. The Olympic collection serves as a key tool in this effort—enabling Finns to literally dress themselves as part of the team.
— We want to build Finland’s most exciting team — one that inspires and unites the entire nation. Our collaboration with Luhta plays a key role in this, says Petteri Kilpinen, President of the Olympic Committee.
Sustainability and the circular economy at the heart of the collaboration
Sustainability has become a key competitive factor in both sports and business. The Finnish Olympic Committee considers Luhta to be one of the most sustainable players in its field, and the partnership places a strong emphasis on circular economy solutions.
Luhta promotes sustainability throughout its business operations, emphasizing product durability, reducing environmental impact, and social responsibility across the value chain. The brand’s collection is developed based on the principles of the circular economy: production volumes are optimized, functionality and versatility are enhanced, and more sustainable material options are prioritized.
As part of this collaboration, a new circular economy model is being developed with the aim of extending the life cycle of products and reducing environmental impact—while setting an example for the entire industry.
For more information:
Karri Koivu, Account Manager, Finnish Olympic Committee, tel. 040 511 7721
Tarja Malinen, Corporate Communications, Luhta Sportswear Company, tel. 040 522 3172