J.Lindeberg's “Red, White, Blue For Gold” Campaign Lands In Paris

Swedish fashion and sportswear label J.Lindeberg first announced its sponsorship of the USA men’s and women’s Olympics golf teams back in January. Although this is far from JL’s first rodeo with golf – Viktor Hovland is an ambassador as was fellow Scandinavian Jesper Parnevik once upon a time – the brand has always been better recognized within Europe. But that will now likely change, especially if team USA is able to find the podium like it did four years ago thanks to Xander Schauffele.

Leading the campaign as J.Lindeberg builds excitement around the 2024 Paris games are pro skater, former Olympian and part-time golfer Zion Wright and, fittingly, pro golfer and multi-faceted creative Paris Hilinski. The two are seen next to a red Dodge pickup truck and draped in American flags as they style a variety of the collection’s performance and lifestyle pieces. The latter category is led by the Golden Bear collab varsity jacket complete with chenille patches and a depiction of the Eiffel Tower, while hoodies and track pants are suited for lounging at a Parisian cafe. The uniforms that will be worn in competition are decorated with bold geometric patterns and constructed with technical properties to withstand the summer heat at the Le Golf National course just outside the city.

In the lead up to the competitions, which will run from August 1-4 and August 7-10, J.Lindeberg plans to host various activations around Paris to “immerse fans in the games spirit,” says Hans-Christian Meyer, CEO of J.Lindeberg. The collection will be available for purchase in stores and online at J.Lindeberg starting June 3.