The North Face has partnered with U.S. Ski & Snowboard to provide apparel for athletes through 2034. This includes competition outerwear, base layers, and accessories for various events, including the Olympics and World Cup.
Key points
The North Face partners with U.S. Ski & Snowboard through 2034
Apparel includes outerwear, base layers, and accessories
Athletes will wear gear at Olympics and World Cup events
Partnership influenced by the 2034 Winter Games in Utah
The North Face will provide competition outerwear as well as base layers, accessories and bags for the federation's 11 disciplines through 2034 under a deal announced May 12. Athletes, coaches and staff will use The North Face gear at the Olympics and Paralympics, World Cup events, world championships and training camps, and many of the pieces will also be available online and at retailers.
"The next eight years, we've got a generational opportunity to really elevate and take our sports to the next level," Sophie Goldschmidt, president and CEO of U.S. Ski & Snowboard, told USA TODAY Sports. "To be working with a brand that is as accomplished and respected as The North Face is a great opportunity for us."
Partnering with an American company — The North Face is based in Denver — was a factor in U.S. Ski & Snowboard's decision, given the 2034 Winter Games will be in Utah. The 2030 Olympics are in France.
Q&A
What does the partnership between The North Face and U.S. Ski & Snowboard entail?
The partnership includes The North Face providing competition outerwear, base layers, accessories, and bags for U.S. Ski & Snowboard athletes through 2034.
How long will The North Face supply apparel to U.S. Ski & Snowboard?
The North Face will supply apparel to U.S. Ski & Snowboard athletes until 2034.
Why did U.S. Ski & Snowboard choose The North Face for their apparel partnership?
U.S. Ski & Snowboard chose The North Face for its reputation and ability to accommodate the entire federation, especially with the upcoming 2034 Winter Games in Utah.
What events will U.S. Ski & Snowboard athletes use The North Face gear?
Athletes will use The North Face gear at the Olympics, Paralympics, World Cup events, world championships, and training camps.
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More important, though, was finding an apparel company that could accommodate the entire federation.
U.S. Ski & Snowboard has grown in recent years and now has more than 270 athletes across Alpine skiing, cross country, snowboarding, freeski, aerials, moguls, Nordic combined, ski jumping, Para alpine, Para Nordic and Para snowboard. U.S. Ski & Snowboard athletes made up more than a third of the 232-person team for the Milano Cortina Olympics, the largest contingent from any federation.
"Even changing sizes and making sure we have enough flexibility and enough product across all our sports, when you're working with one apparel partner, just logistically that does make it easier," Goldschmidt said.
"This takes a lot of hard work, effort, resource, investment to get it right," she added. "Especially on the performance side, as these sports continue to develop and just the progression in them, these marginal gains and small little touches can be the difference between winning and losing. We take that performance element really seriously and, right from the beginning, The North Face has shown us that they've got that commitment and they've got a history of innovation."
Athletes have flocked to Italy to compete in the 2026 Winter Olympics. See the most stunning images from the Milano Cortina games.
Sofiia Dovhal of Poland and Wiktor Kulesza of Poland in action during the Milano Cortina 2026 figure skating team event Feb. 6, 2026.
Michaela Hesova #1 of Team Czechia defends the net against Alina Muller #25 of Team Switzerland during the Women's Preliminary Round Group A match between Czechia and Switzerland on day zero of the Milano Cortina 2026 Winter Olympic games at Milano Santagiulia Ice Hockey Arena on February 6, 2026 in Milan, Italy.
Lindsey Vonn of United States in action during training for Milano Cortina 2026 Olympics on Feb. 6, 2026.
Czech Republic players huddle before the Women's Preliminary Round match with Switzerland on Feb. 6, 2026.
Oliver Martin of Team United States competes in the second run during the Men's Snowboard Big Air Qualification on day minus one of the Milano Cortina 2026 Winter Olympic games at Livigno Snow Park on Feb. 5, 2026 in Livigno, Italy.
China's Sui Wenjing and Han Cong compete in the figure skating pair short program during the Milano Cortina 2026 Winter Olympic Games at Milano Ice Skating Arena in Milan on February 6, 2026.
Zachary Connelly of Canada during Biathlon Training at Anterselva Biathlon Arena in South Tyrol, Italy, Feb. 6, 2026.
Italy's Lara Naki Gutmann competes in the figure skating women's single short program team event during the Milano Cortina 2026 Winter Olympic Games at Milano Ice Skating Arena in Milan on Feb. 6, 2026.
Lisa Eder of Team Austria in action during a Women's Normal Hill training session on day zero of the Milano Cortina 2026 Winter Olympic games at Predazzo Ski Jumping Stadium on February 6, 2026 in Val di Fiemme, Italy.
1 / 9
Incredible photos from 2026 Winter Olympics
Athletes have flocked to Italy to compete in the 2026 Winter Olympics. See the most stunning images from the Milano Cortina games.
Sofiia Dovhal of Poland and Wiktor Kulesza of Poland in action during the Milano Cortina 2026 figure skating team event Feb. 6, 2026.
1 / 9
Incredible photos from 2026 Winter Olympics
Athletes have flocked to Italy to compete in the 2026 Winter Olympics. See the most stunning images from the Milano Cortina games.
Sofiia Dovhal of Poland and Wiktor Kulesza of Poland in action during the Milano Cortina 2026 figure skating team event Feb. 6, 2026.
2 / 9
Incredible photos from 2026 Winter Olympics
Michaela Hesova #1 of Team Czechia defends the net against Alina Muller #25 of Team Switzerland during the Women's Preliminary Round Group A match between Czechia and Switzerland on day zero of the Milano Cortina 2026 Winter Olympic games at Milano Santagiulia Ice Hockey Arena on February 6, 2026 in Milan, Italy.
3 / 9
Incredible photos from 2026 Winter Olympics
Lindsey Vonn of United States in action during training for Milano Cortina 2026 Olympics on Feb. 6, 2026.
4 / 9
Incredible photos from 2026 Winter Olympics
Czech Republic players huddle before the Women's Preliminary Round match with Switzerland on Feb. 6, 2026.
5 / 9
Incredible photos from 2026 Winter Olympics
Oliver Martin of Team United States competes in the second run during the Men's Snowboard Big Air Qualification on day minus one of the Milano Cortina 2026 Winter Olympic games at Livigno Snow Park on Feb. 5, 2026 in Livigno, Italy.
6 / 9
Incredible photos from 2026 Winter Olympics
China's Sui Wenjing and Han Cong compete in the figure skating pair short program during the Milano Cortina 2026 Winter Olympic Games at Milano Ice Skating Arena in Milan on February 6, 2026.
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Zachary Connelly of Canada during Biathlon Training at Anterselva Biathlon Arena in South Tyrol, Italy, Feb. 6, 2026.
8 / 9
Incredible photos from 2026 Winter Olympics
Italy's Lara Naki Gutmann competes in the figure skating women's single short program team event during the Milano Cortina 2026 Winter Olympic Games at Milano Ice Skating Arena in Milan on Feb. 6, 2026.
9 / 9
Incredible photos from 2026 Winter Olympics
Lisa Eder of Team Austria in action during a Women's Normal Hill training session on day zero of the Milano Cortina 2026 Winter Olympic games at Predazzo Ski Jumping Stadium on February 6, 2026 in Val di Fiemme, Italy.
U.S. Ski & Snowboard also wanted an apparel partner whose gear allowed the disciplines to maintain their individuality. The vibe around Alpine or cross-country skiing is very different from that of snowboarding or freestyle, and the gear those athletes wear reflects that.
The North Face design team is using different colors and prints to differentiate between the various disciplines. And athletes have been providing input on the products that are unique to their sports that The North Face might not already make.
"We've had to work really closely with them to develop some products that were very niche and specialized to how they're competing," said Roxi Brown Granger, senior designer of performance apparel for The North Face.
That's a big part of the appeal of the partnership for The North Face.
The company has made high-performance outdoor gear since 1966, and many of their products will already work for U.S. Ski & Snowboard athletes. But the chance to adapt products for elite athletes or come up with new ones, particularly for Para athletes, is exciting, said Ryan Shultz, director of global strategy at The North Face.
"There's an aspect of this that's straight out of our wheelhouse," Shultz said. "(But) as we dive into some of the really more niche needs that these athletes need at this high level of competition, it's both challenging and we're learning a ton as we do it, which is great."
