2016 Olympic Games Media Coverage Gives Big Nod to American Manufacturing

This year’s Olympic Games are a little more exciting as Outdoor Industry Association (OIA) Made in America Working Group member, Lifetime Products, has received some extra recognition.

By Andrew Pappas August 15, 2016

Every four years, we are filled with an extra sense of American pride. Discussions of American strength, innovation, and competitiveness fill the airwaves and dominate water cooler conversations. The 2016 Summer Olympics are underway. From the opening ceremonies through the two weeks of competition, the American spirit is seen in the athletes who show America is still at the top of its game, dominating the competition on the largest international stage.

 This year’s Olympic Games are a little more exciting as Outdoor Industry Association (OIA) Made in America Working Group member, Lifetime Products, has received some extra recognition. You may have seen it—the spot aired during the opening ceremonies and has continued to run on NBC’s primetime coverage of the events. With Aerosmith playing in the background and scenes featuring Lifetime’s Clearfield, Utah, factories and workers, the ad’s narrative affirms Walmart’s commitment to supporting U.S. manufacturing. We were also excited to see all of Team USA wearing fabric made by OIA member and Made in America companies Burlington and Cone Denim.

“Lifetime is proud to continue its efforts to fight for U.S. manufacturing, proactive reshoring and federal legislation,” said Clint Morris, senior vice president of marketing for Lifetime Products. “We look forward to continuing this effort to grow U.S. manufacturing and in turn, supporting communities and economies across the country.”

Outdoor Industry Association is proud to help support U.S. manufacturers in the $646 billion outdoor industry through our balanced trade agenda and in venues like the “Made in America” showcase at Outdoor Retailer, highlighting our industry’s innovations being made across the United States. 

Legislation such as the Reinforcing American Made Products Act (RAMPARTS), HR 5092 and S 1518, is key to this. Lifetime has helped spearhead these efforts to make the Federal Trade Commission (FTC) the sole authority for “Made in the USA” labeling, finally creating a single labeling standard and ending the difficulties brands face in trying to adhere to individual state standards.

 We are excited to see a renewed commitment to the innovation that comes with supporting U.S. manufacturing. The outdoor industry has been leading in these efforts with brands making everything from backpacks to shoes, apparel to hard goods. These outdoor brands have worked to support healthy communities and economies across the U.S. while also taking the lead on creating innovative products with an eye toward sustainability.

While the Olympics will come to an end, we will always support outdoor brands making products in the United States. We look forward to working with the OIA Made in America Working Group and continuing our efforts in Washington D.C., to help companies manufacturing in the U.S. while maintaining the integrity of what it means to be “Made in the USA.”