NEW YORK — As Americans skate, ski and speed their way to the medal stand in February’s Winter Games in South Korea, viewers at home will have access to a streamlined shopping experience to purchase the same Team USA gear the Olympians are wearing on the screen in front of them.
Thanks to a multi-faceted partnership including Visa, NBC, the U.S. Olympic Committee and apparel retailer Fanatics, televised coverage of the Games will include on-air prompts toward an online store where the available merchandise will replicate what’s happening live.
Chris Curtin, Visa’s chief brand and innovation marketing officer, said the store “will be choreographed to what you see on air. If you see Hilary Knight with her Olympic USA jersey on in hockey, you’re going to be able to buy that on that website in a way that feels like you’re interacting with the programming itself. We’re going to rotate all of the apparel in and out on the basis of what’s being broadcast on NBC.”
The store has already launched at NBCOlympics.com/gear but the unique on-air mimicry of apparel will begin with the Opening Ceremonies that will take place on Feb. 8 in the U.S. This builds on other Visa products for the Games, which include wearable payment methods such as pins, stickers and even gloves for those on site in Pyeongchang. Visa is the official payment technology partner of the Olympic and Paralympic Games.
Part of the Olympics’ charm, of course, are the naturally arising stories of an underdog prevailing against long odds or a sentimental favorite having a strong finish. While much of the store’s stock will be determined by the pre-planned broadcast schedule, there will be flexibility for adaptations along the way.
“We won’t be able to anticipate what becomes hot, that no one could have predicted, and for that we will rely upon our ability to dynamically update,” Curtin said.
Available offerings include Team USA sweatshirts, beanies, mittens, t-shirts, hats and more from Fanatics, the U.S. Olympic team’s official ecommerce partner. Current items for sale also include other national team merchandise that is not strictly Olympic-related, such as two versions of a Christian Pulisic men’s soccer jersey.
“We are committed to making the at-home viewing experience as engaging for fans as possible,” Dan Lovinger, NBC Sports Group’s executive vice president for ad sales, said in a press release. “Incorporating a retail component into our broadcast is just another way fans can bring the Games into their home and support their favorite athletes.”