Reporting optimism and heralding a hopeful resurgence in fashion retail back in April this year, Vancouver-based menswear brand Indochino has been selected by NBC Olympics, a division of the NBC Sports Group, to suit up over a dozen select NBC Olympics and Telemundo broadcasters for its production of the Tokyo Olympics 2020 starting this week, from July 23 through Aug. 8.

“Partnering with a major sports broadcaster is a natural fit for us and we’ve previously seen success in Canada dressing hosts of the Jay & Dan Show on TSN,” Peter Housley, chief revenue officer, Indochino, tells MiC. “Sports hosts, often influential former top athletes, always wear suits, so this partnership was a natural extension to showcase our product on-air.”

Over 200 million viewers are expected to tune into NBC’s Olympic coverage over 17 nights, says Housley, “offering massive exposure not only to Indochino’s core millennial male demographic but a broader audience of sports enthusiasts.”

Athletes struggle to find a suit that fits off the rack, he adds, noting that Indochino has a history of dressing professional athletes and sports teams. These include Canadian basketball star – and Indochino brand ambassador – RJ Barrett, Canadian sprinter Andre de Grasse – an initiative with the Woodgreen Foundation, A United Way Anchor Agency, to dress 20 young black men as they enter the workforce – this year’s number one NFL draft pick Trevor Lawrence, both the Yankees and Red Sox baseball teams, as well as Canadian Olympic athlete, Donovan Bailey.

In addition to the on-air exposure, the brand is also featured across NBC Olympics on-screen credits and social media. “As a D2C brand with a focus on sales generation, success would be an uptick in web traffic and ultimately new customer growth,” Housley confirms.

A spokesperson for Indochino told MiC that weddings are currently driving business at the brand, bringing sales back to 2019 levels.