Columbia Sportswear has launched the official uniforms and a fan collection for the U.S. Olympic curling team, featuring patriotic motifs and performance technology ahead of the 2026 Winter Games in Milan and Cortina d’Ampezzo.
Columbia confirmed it will outfit athletes and coaches across Men’s, Women’s, Mixed Doubles, and Wheelchair teams and, for the first time, offer replica pieces for fans to purchase.
The competition jerseys feature a dark base with eight cascading stars in red, white, and blue—symbolising curling stones in motion—while each jersey carries at least 250 stars to mark America’s upcoming 250th Independence anniversary. Columbia will also supply competition trousers, hats, and village wear, including USA-branded parkas insulated with its Omni-Heat Infinity technology, reimagined in a gold-star pattern “to honour the historic games.”
The reveal showcased mixed doubles Olympic qualifiers Korey Dropkin and Cory Thiesse modelling key pieces. Columbia president Joe Boyle called the partnership “an incredible honour,” adding that the brand has worked closely with USA Curling “to help propel them to the podium in Italy.” Additional design elements include a bald eagle, American flags, and mountain imagery—Mt. Hood on lighter tops and the Rockies on darker ones—woven into the uniform aesthetics.
Context and strategy
Columbia’s renewed prominence follows a multi-year sponsorship first announced in 2021, covering national programs and major competitions. The timing aligns with the countdown to Milano Cortina 2026, as Dropkin and Thiesse prepare for Olympic competition after recent domestic success. Beyond symbolism, the move reflects a retail strategy to convert high-profile sports partnerships into direct-to-consumer sales, leveraging patented insulation and performance fabrics for winter sports apparel.
