Olympic Athletes Are Already Cashing In On Their Merch
Forbes Business
by Conor Murray, Forbes StaffFebruary 24, 2026
AI-Generated Deep Dive Summary
The Olympic Games have always been a stage for extraordinary moments and memorabilia. In a recent development, a speed skating suit worn by a Dutch gold medalist during the Olympics has created waves in the auction world. This one-of-a-kind piece of history is currently fetching over $9,000 at auction, highlighting the growing trend of athletes cashing in on their Olympic gear for significant profits.
This phenomenon reflects a broader shift in how fans and collectors view sports memorabilia. Many are willing to pay top dollar for items associated with elite athletes, especially those linked to record-breaking performances or medal-winning moments. The suit in question is not just any piece of clothing—it’s a symbol of excellence, innovation, and the pinnacle of athletic achievement.
From jerseys to skateboards, helmets, and even sneakers, Olympic athletes are increasingly leveraging their post-game fame to monetize their gear. Auction platforms have become a hotspot for these items, with bidders often willing to spend thousands on pieces that carry the prestige of an Olympian. This trend underscores the intersection of sports, celebrity culture, and consumer demand for unique, high-value collectibles.
For businesses, this shift offers insights into the power of branding and memorabilia in creating revenue streams. Athletes are
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Originally published on Forbes Business on 2/24/2026