Retailers such as Dick's Sporting Goods will have specific Olympics displays in stores. Macy's, which has an exclusive partnership with Ralph Lauren to sell the opening and closing ceremony outfits, expects a surge in traffic this weekend after the athletes make their entrance in Maracana Stadium in Rio de Janeiro.
"Historically, as soon as the Olympics start we see a huge lift," says Tim Baxter, Macy's chief merchandising officer. That goes for athletic apparel too, particularly in the kids department as impressionable youngsters are inspired by Olympic competitors, Baxter says. Red, white and blue options will be especially popular, he says. read more