An Olympic goal: top the 2002 beret

The biggest shocker of the 2002 Salt Lake City Olympics wasn’t Sarah Hughes’ from-behind gold medal win in women’s figure skating, the ice-skating judges scandal or the U.S. women’s bobsledders’ long-awaited gold medal. It was the fact that a navy blue polar fleece beret was fetching more than $200 on EBay. That the Roots Olympic beret, which retailed for $19.95, was such a must-have item that it inspired people to wait online for hours to buy one truly embodies a marketing victory. The U.S. Olympic Committee is hoping to achieve retail gold again even before the Athens Summer Games in 2004 by releasing a catalog of sportswear and memorabilia geared toward the 18-to-34 set.

Apparel: “We tried to choose items that fused sports, fashion, style and comfort,” said Toby Wong, chief marketing officer for the U.S. Olympic Committee. “We’re really trying to connect to that hip audience for a more youthful product.”

Asked to predict a beret-like bestseller from the catalog, Wong said she’s got her eye on a cropped, zip-front, hooded jacket with “Athens 2004” on the front. “It’s hip and cool and clean.”