Name: Ralph Lauren CEO: Why the Olympics Still Matter for Global Brands
Uploaded: 2026-01-21T14:02:00Z
Duration: 6 min 34 s
Description: Ralph Lauren CEO Patrice Louvet speaks with the WSJ Leadership Institute’s Alan Murray about why moments like the upcoming Winter Olympics still bring people together—and how a quintessential American brand like Ralph Lauren maintains global appeal amid deglobalization and geopolitical fragmentation.

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Ralph Lauren CEO Patrice Louvet speaks with the WSJ Leadership Institute’s Alan Murray about why moments like the upcoming Winter Olympics still bring people together—and how a quintessential American brand like Ralph Lauren maintains global appeal amid deglobalization and geopolitical fragmentation. Photo: Michael Claudio/WSJ

https://m.wsj.net/video/20260121/5a6a6601-0fa9-4290-b920-89b3f0ade758/1/hls/manifest-hd-wifi.m3u8

Ralph Lauren CEO Patrice Louvet speaks with the WSJ Leadership Institute’s Alan Murray about why moments like the upcoming Winter Olympics still bring people together—and how a quintessential American brand like Ralph Lauren maintains global appeal amid deglobalization and geopolitical fragmentation.

Ralph Lauren CEO: Why the Olympics Still Matter for Global Brands

I'm here with Patrice Louvet, the CEO of Ralph Lauren, who provided me with these branded gloves, sponsor of the Olympics coming up.

You look fantastic. You're ready for the opening ceremony in a couple weeks.

Thank you so much. At least it keeps my hands warm.

There you go.

So what's your mission in Davos this week?

So this is not my first time here, but what I try to do when I come to Davos just three things. One is to learn.

Yeah.

The second is to connect.

Yeah.

It's great forum to connect with individuals I don't get a chance to see regularly. And the third one is contribute actually. So I'm joining a number of sessions today across a variety of topics and that's been the objective.

Yeah. What's the main focus of your contributions?

So it's actually pretty broad. This afternoon there's a session on succession planning and diversity and how to manage talent over time and how should boards kind of think through CEO succession planning.

Yeah.

As one of the areas. Earlier in the afternoon, there's a conversation around how do brands with American values kind of navigate the current volatile environment that we're seeing around the world.

Well, that's the one I'd like to talk to you about. I mean, geopolitics has kind of popped to the top of the agenda here in the last two days. Who knew Greenland would become the center of global conflict? But how do you, Ralph Lauren is a global company. How many countries do you operate in?

Yes. Oh, we operate in more than 50 countries around the world.

Yeah. So how do you run a global company in a world that's deglobalizing?

So when you go back to the founding of this company, it was founded on a very clear purpose, which is to inspire the dream of a better life through authenticity and timeless style. And a number of core, one might say historical American values of family optimism, entrepreneurship, quality, integrity, authenticity. Those values we're finding Alan are universal, they're universal geographically, they're universal over time, and they're actually universal across generations. What's very exciting for us right now is we're seeing the younger generation gravitate very nicely towards Ralph Lauren. And if you ask them why, they talk about those values that we put forward and that we've stood for for almost six decades.

Those transcend national-

Completely. Yeah, completely. Whether that we're activating the Australian Open as we speak.

Yeah.

Right now in Melbourne. And the kids are wearing our brand. They're coming to us for that. We just had our big fashion show in Milan, fashion Week. Same response by consumers in that market, younger generation as well.

But you must get caught up in the tariff wars. How does that affect Ralph Lauren?

So, yes, tariffs has been around for some time now and continues to be a volatile environment. I think we focus on what we can control. Certainly the tariffs have been a cost headwind for the company, but historically we've had to deal with different cost headwinds during COVID with inflation of cotton, for example, and so on. And we have a pretty good toolkit of actions to address cost headwinds ranging from, you know, leveraging our global supply chain and footprint to the strategic partnerships that we have with our different suppliers to leveraging our product mix around the world.

Has the supply chain changed much over the course of the last few years?

So it changed a lot following COVID.

Yeah.

In the context of COVID because I think we had realized that we were much too concentrated in the limited number of markets and with a limited number of suppliers. And COVID proved the importance of agility and the importance of diversification.

Yeah.

So as a result of that, no market now is more than than 20% of any of our business.

Wow.

We have dual sourcing across all of our products.

You're much more resilient.

Yes, much more resilient and have the ability, and the team has done an awesome job on agility, the ability to move things around depending on what we're seeing in a given market or with a given supplier.

So AI is obviously the other big topic here in Davos. You walk up and down the promenade, it's all the various technology vendors are showing their wares. How is AI going to change Ralph Lauren over the next couple of years?

So clearly AI will be an enabler across everything that we do. And I see that both in the way we interact with consumers, in the way we enable our teams, and then in the way we manage the overall operations. I'd characterize the phase we're in right now, Alan is still being learning and experimentation. The thing that we did recently that we're excited about, 'cause I think it's a precursor most likely of our consumer agent down the road, is a platform called Ask Ralph. So AI powered and basically similar to how you might ask your favorite sales associate in our store in Madison Avenue.

Yeah.

Here you can prompt with natural language search a situation you're going to. So let's say you're going to Davos, right? You can input the temperature, the type of people you're gonna meet, your mood, and then we will make a recommendation on what your outfit should be.

Yeah.

And then you can iterate.

Well fine, I'll try it out.

There you go.

So we're moving close to the Winter Olympics. Thank you again for the gloves.

Yes.

You have been a long time sponsor of Team USA. What's the value to Ralph Lauren of that sponsorship?

So I don't think there's anything that captures better our purpose than the life story of an Olympian.

Hmm.

I got a chance during the Paris Olympics to talk to a young gymnast, American gymnastic. She was getting her Ralph Lauren outfit. And I said, when did you start thinking about being an Olympian? And she said, "Well, when I was four." Right and talk about inspire the dream of a better life. That's a wonderful example. So there's really a beautiful connection between our company purpose and what the Olympic games stand for. For us, it's a wonderful way to showcase the brand, showcase our values, to engage a broad range of consumers around the world, whether that's in Milan, whether that's back in the US, or how we're activating around the world. And we have a wonderful partnership with the US team, and I'm excited about the opportunities that the US team has in a couple weeks now.

Yeah. Well, Patrice, thank you so much for taking the time. I will try out Ask Ralph, but it's much more fun to ask Patrice.

Great to see you, Alan.

Thank you for taking the time. Have a good week in Davos.

Thank you. You too.

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