Susan Sokolowski has more than 30 years' experience designing and creating performance sporting goods.
A professor in the UO's College of Design, she's been recognized by the National Academy of Inventors, Nike, the U.S. Olympic Committee and Sports Illustrated for her achievements in design innovation. Sokolowski holds more than 100 utility and design patents and was featured as one of USA Today's 2025 Women of the Year.
She's also the founder of the Sports Product Design Program, which offers a Master of Science degree.
OregonNews caught up with Sokolowski to talk about what athletes will be wearing at the Winter Games.
Q: Do you have any favorite Olympic events, from a sports product design standpoint?
I love the thrilling sports like speed skating, bobsledding and luge. You're basically creating human bullets. The uniforms worn are designed for aerodynamics and tested in wind tunnels.
But I do watch everything I can. It's exciting to see the latest apparel, footwear and equipment designs that enable athletes to perform at their highest potential.
Figure skating is another favorite. But that's one where aesthetics are paramount. Although my work prioritizes performance, it is not to suggest that looks don't matter.
There's a saying in our industry that if you look good, you feel good. Science has shown psychologically you will perform better too.
Q: How has apparel evolved since the early days of the modern Olympic games?
Innovative materials. Scientific research across disciplines. Collaborating with athletes. The point is to learn more about the athlete's body, athletic performance and how the products athletes wear can be improved.
We've come a long way since the first Winter Olympics in 1924, when athletes competed in street clothes, including neckties and caps. Materials made of wool, cotton and leather have been replaced by lighter, stretchier synthetics.
And fit is key. For elite athletes, a pinch point around an arm hole could influence mobility and cost precious seconds. Three-dimensional body scanning is a tool we use to help with fit.
Q: How is Milan Cortina a milestone for women?
Designing for female athletes is one of my specialties, so I was thrilled to learn more women will compete in more events in 2026 than any previous Winter Games. The U.S. has led the way for women in sport, due to Title IX in the 1970s.
In my early days as a designer working in the industry, I would hear comments like "why would anyone design gear specifically for women?" I'm glad that mindset has evolved.
Q: What's are some of the biggest considerations for designing winter gear?
Thermoregulation is important. Most athletes aren't cold during competition. But during the many hours in between, traveling to venues, waiting to compete and post-competition, their gear must be adjustable for personal comfort. Designers continue to refine layering strategies. And we're seeing exciting new adaptive materials.
For example, a certain amount of sweat may trigger yarns in a high-tech material to open for ventilation. Some materials can also grow insulation in response to temperature or moisture.
Q: What are some of the most intriguing designs you've seen?
I love seeing how each country is dressed for the opening and closing ceremonies and how history, culture and pride come through those designs. Functionally, we are seeing more use of wearable tech, including heated parkas controlled by smartphones, suits with motion sensors and airbags for alpine racers.
Q: What about those tight-fitting, one-piece skin suits?
One of the biggest innovations. U.S. skiers first wore them at the 1968 Winter Olympics and improvements were made through the early 2000s.
They manage airflow and reduce drag at extreme speeds. Smooth fabrics reduce resistance, but rough or ribbed materials control turbulence. Every seam, panel and fabric choice helps athletes move faster and more efficiently.
Q: How long do uniforms take to design?
Typically, three to five years. Many companies are starting to work on ideas for the next Winter Games in 2030.
Q: Who makes all that gear?
It varies. Each national team is outfitted by a brand for opening, closing and podium ceremonies, as well as press conferences. For competition, the same company may sponsor the national team, or it may be different by sport.
Sponsorship is always changing. You will see more fashion-oriented brands outfit athletes for opening and closing ceremonies, whereas well-known sport performance brands, such as Nike and Adidas, outfit athletes for competition.
Q: What about adaptive athletes?
At the Winter Paralympic Games, also in Milan Cortina, you'll see some innovative uniforms too. Adaptive athletes often require more bespoke gear to address individual needs.
For example, these athletes may be unable to feel heat or cold in certain parts of their bodies due to amputation or a medical condition. A chair or prosthetic may create additional challenges like pressure points that need to be addressed through product design, seam placement or material selection.
Ultimately, it's about designing and testing gear that helps an individual perform to their fullest. That applies to every athlete.
Q: What's your hope for the future?
More sustainable materials. Synthetics are terrible for the environment. How can we look to the past uniforms worn in the 1924 Olympics with natural fibers while still enhancing performance?
Merino wool, for instance, wicks moisture and regulates temperature very well. During ceremonies and around the six Olympic villages, Team USA will be wearing outfits made of Oregon wool. But those uniforms will not be worn during competition.
