The North Face And U.S. Ski & Snowboard Enter 8-Year Apparel Deal

The North Face has signed an eight-year agreement to become the official performance apparel partner of U.S. Ski & Snowboard, a deal that will see the outdoor brand outfit American athletes through the 2034 Winter Olympics and Paralympics.

Announced Tuesday, the partnership covers all 11 disciplines governed by U.S. Ski & Snowboard: alpine, cross country, freeski, freestyle moguls, freestyle aerials, nordic combined, Para alpine, Para nordic, Para snowboard, ski jumping and snowboard. Athletes, coaches and staff will wear The North Face outerwear and training gear at World Cup events, world championships, training camps and the Winter Games through April 2034.

Historically, U.S. Ski & Snowboard team athletes who have personal outerwear sponsors are permitted to wear their sponsor’s gear in competition for non-Olympic events, and the same will be true in the partnership with The North Face.

The agreement positions The North Face at the center of U.S. winter sports during a pivotal period leading into the 2030 Winter Olympics in the French Alps and the 2034 Winter Olympics in Salt Lake City, which will mark the return of the Winter Games to the United States for the first time since 2002. Financial terms of the partnership were not disclosed.

Under the agreement, The North Face will supply competition outerwear as well as base layers, mid-layers, accessories, luggage and off-season training apparel.-Tex components. The collection will feature proprietary technologies such as The North Face lab-developed Futurelight, Cloud Down insulation, Futurefleece, DotKnit and DryVent technologies along with Gore-Tex.

Dennis Seydel, chief marketing officer at The North Face, described the partnership as bringing together “the best of” both organizations. “We are proud to provide current and future generations of ski and snowboard legends with The North Face as they train and compete on the world stage,” Seydel said.

U.S. Ski & Snowboard President and CEO Sophie Goldschmidt said the agreement would help provide athletes with “world-class gear that supports them from training to competition” leading into the next two Winter Games.

The North Face also plans to launch a consumer apparel collection inspired by U.S. Ski & Snowboard beginning in fall 2026, extending Olympic- and Paralympic-themed products to retail customers. The collection will be available online at thenorthface.com and at select retail locations.

The agreement comes as outdoor brands increasingly look to major international sporting events to strengthen consumer engagement amid heightened competition in the apparel market. Olympic partnerships can offer companies years of global exposure while helping national governing bodies secure funding and technical resources for athletes.

Kappa outfitted the U.S. Ski & Snowboard team athletes at the Milan Cortina 2026 Games, while Spyder and Volcom produced uniforms for the U.S. skiers and snowboarders, respectively, competing at Beijing 2022.

For U.S. Ski & Snowboard, the timing of The North Face partnership is significant. The organization is preparing for a decade that includes both the 2030 Games in Europe and a home Olympics in Salt Lake City in 2034, an event expected to draw major corporate investment and heightened public attention to winter sports in the United States.