The renewal locks in Luhta’s outfitting deal with Team Finland through two major Games cycles. The LA 2028 and French Alps 2030 Olympics will serve as commercial platforms to deepen the brand’s position in North America and France.
Luhta Sportswear Company has renewed its partnership with the Finnish Olympic Committee through 2030, extending its role as the official outfitter of Team Finland through two Olympic cycles: the Los Angeles 2028 Summer Games and the French Alps 2030 Winter Games. The agreement builds on a relationship that began in 2017, as Luhta looks to use the Olympics to strengthen its position in priority markets.
Los Angeles 28 to boost summer-season visibility
CEO Juha Luhtanen framed the renewal in terms of distribution and seasonality. “We’ve been in the U.S. market for a long time, but only in 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,” Luhtanen said in a statement.
Milan–Cortina cited as proof of concept
Luhta pointed to momentum generated around Team Finland’s opening-ceremony outfits and visual identity during the 2026 Milan–Cortina Winter Olympics, which drew coverage beyond sports media into fashion and lifestyle outlets. Domestic broadcast audiences in Finland also reached record levels during the Games, the company said, widening the partnership’s reach beyond Luhta’s core outdoor customer base.
Circular economy model included in new terms
Beyond outfitting, the renewed deal includes plans to develop a circular economy model aimed at extending product lifecycles and reducing environmental impact. In practice, Luhta and the Olympic Committee said they will work to optimize kit quantities to avoid overproduction, favor more versatile designs, and expand the use of more sustainable materials during development. Another move that will hopefully inspire bigger brands to follow suit.
