Oakley

Once an afterthought, the category is now growing faster than handbags and apparel thanks to accessible pricing, distinct aesthetics and glasses brands that prioritise identity over gimmicks.

Sponsors, from luxury jeweller Tiffany & Co. to local sportswear giant Anta, have seen major spikes in searches for products worn by superstar skier at the Beijing Winter Olympics.

The biggest global sportswear brands are gearing up for the world’s biggest sporting event in its most photogenic and body-conscious city. How will they tap the opportunity?