As the Paris 2024 Olympic Games approaches, the level of integration of advanced technologies in Olympic apparel and footwear underscores a significant evolution from past to present.

Historically, innovations such as the introduction of synthetic fabrics and aerodynamic designs have elevated athlete performance. But, today, the focus is also on sustainable materials, as well as cutting-edge technologies such as AI-designed footwear and computational fluid dynamics (CFD) simulations, which tailor gear to the minutiae of athletic needs. This technological leap not only enhances performance but also emphasises how customisation and environmental consciousness are setting new trends for future Games.

This article will highlight the main approaches for the upcoming Olympics 2024 from the key sportswear players in the market including Luhta Sportswear’s Rukka brand, Adidas, Etam, Zhejiang Texwell Textile Co, Lululemon, North Face and Nike.

From Adidas’s high-tech sports bra to Nike’s integration of AI in footwear design and North Face’s Olympic garments made using 3D soft-wear technology, we report on the remarkable evolution of technology in sportswear. The use of advanced materials exemplifies the shift from mere performance enhancement to a focus on sustainability as well as precise customisation to tailor gear to the minutiae of athletic needs.