As the 2026 Winter Olympics in Milan-Cortina approach, fans around the world are preparing to cheer on Team USA. This year’s Opening and Closing Ceremonies, however, carry a story that extends far beyond elite athletic competition, one rooted in American ranching, responsible land stewardship, and agricultural innovation.
Athletes representing the United States will wear uniforms that once again incorporate wool from Oregon-based Shaniko Wool Company. Seven pieces of the official Opening and Closing Ceremony apparel, including coats, sweaters, pants, hats, and mittens, feature Shaniko wool as part of the designs by Ralph Lauren. This represents the greatest number of pieces using Shaniko wool in Team USA apparel to date.
Wool With a Purpose
Shaniko Wool Company purchases fiber from family ranches across multiple Western states that are members of the Shaniko farm group certified by the Responsible Wool Standard. These ranches emphasize responsible animal care, long-term land management, and traceable production practices. Several of these producers also participate in the Grassroots Carbon program, which supports ranchers implementing regenerative grazing practices and compensates them for measurable improvements in soil health, ecosystem function, and other verified environmental outcomes.
The inclusion of Shaniko wool in Ralph Lauren’s Team USA Olympic uniforms reflects a broader shift in how major brands approach provenance and sustainability. Increasingly, companies are looking beyond origin claims to understand how raw materials are produced and what outcomes those practices deliver. Ranchers who can demonstrate credible environmental performance are finding new opportunities to differentiate their products and access premium markets.
The selection once again of Shaniko Wool for Team USA’s Olympic Ceremony uniforms reflects a growing expectation from brands: an evolution from traceability and practices validated by certifications to verified environmental performance. When regenerative practices are backed by credible measurement, there is an opportunity to unlock real value for brand and for producers. That kind of transparency is what will allow U.S. wool to compete and lead at a global scale.
A Story of Land Stewardship
Regenerative ranching practices focus on improving soil health, increasing biodiversity, and strengthening ecosystem function over time. Research conducted with ranch partners, including Imperial Stock Ranch, has shown measurable increases in soil carbon and nitrogen in the upper soil profile, highlighting the potential for well-managed grazing lands to serve as long-term carbon sinks.
Through the Grassroots Carbon program, ranchers are compensated not only for the agricultural products they produce, but also for the verified environmental outcomes their land management delivers. This approach provides additional economic resilience for rural operations while reinforcing the connection between working lands and ecosystem health.
When and Where to Watch the Opening Ceremony
For viewers eager to see the uniforms and the story behind them, here’s when and where to watch the Opening Ceremony:
The 2026 Winter Olympics Opening Ceremony will take place on February 6, 2026, at San Siro Stadium in Milan, Italy. In the United States, live broadcast coverage begins at 2:00 p.m. Eastern Time on NBC, with streaming available on Peacock and NBCOlympics.com. A primetime replay of the ceremony will air later that evening.
The Opening Ceremony marks the official start of the Olympic Games and includes the Parade of Nations, cultural performances, and the lighting of the Olympic flame.
A Moment That Connects Land and Legacy
From grazing lands in the American West to a global stage in Italy, the inclusion of Shaniko wool in Team USA’s Olympic uniforms highlights the growing connection between agriculture, sustainability, and international culture.
As viewers tune in to support Team USA, they will be watching more than athletic competition. They will be witnessing a moment that reflects the role of American ranchers, many of whom have stewarded their land for generations, in shaping a more resilient and transparent future for natural fibers and global supply chains.
