Winter of 2010, a time that will forever go down in history. I remember the day like it was yesterday. Canada was at the forefront of world headline news as we hosted the 2010 Winter Olympic Games from one our most beloved cities, Vancouver. Fans, athletes, students, parents, grandparents, major corporations, our Prime Minister, heck everybody, was cheering on for our Canadian athletes. A sense of immense pride and joy was felt all over our great nation. Almost as if Canadian pride and nationalism received an entirely new meaning. I was no exception to this sentiment.
I was doing my undergraduate work at York University during the time. It was incredible to see the impact of the Olympics at our school. You’d think Toronto was hosting the Games. Many, and I mean almost the entire student population at York, were covered in at least one type of Canadian Olympic gear of some sort. Sweaters, the famous jackets (which Canadian athletes proudly wore during the duration of the Olympics), all sorts of winter hats, oh, and member those unmistakable red mittens? The mittens in and of themselves bred a whole new Canadian culture. I had them, all my family members, my friends, a few of my professors, my fellow classmates; the list goes on and on. They were just so warm and comfy it was hard to resist not opting for them in the morning knowing you’d face the day’s harsh cold. I still have my mittens and my Olympic Canada black jacket put away somewhere (my sister asked to borrow the jacket and still never gave it back).
What I’m trying to say is that the Olympic wear greatly impacted the majority of us here in Canada. It bred an Olympic culture: one of unifying all of us in our homeland or country of living, physically witnessed by wearing the Olympic uniform and sharing the national sentiment.
It is first important to talk about the idea of a nation. In his reading ‘Narration of Nation in the Post-WWII United States, Dittmer states “nations are the largest-scale collective identities to which we are strongly attached.”[1] It would be hard for one to argue against this. I suppose the exception to this rule would be a place with a corrupt government or civil conflict, but that’s another story. In short, people who live and embody a Canadian way of life feel very much tied to the Canadian nation. It is what we identify with since we have come to know it and understand it. Therefore, when a universally engaging and loved theme surfaces within an international context, sports, and by extension, the Winter Olympic Games, humanity will propel and stand strong as they cheer on their nation of collective identity. It is hard for me to imagine an individual in Canada who did not crazily jump, shout, or cry (or a mix of the three for that matter) when Sidney Crosby scored his famous winning goal. Arguably, that has got to be my proudest moment as a Canadian so far. Let’s now examine some components behind why I felt so nationalistic on that particular day.
No doubt the Olympic wear impacted Canadian nationalism, and this in turn gave stronger meaning to the apparel themselves. First off, the sports in the Olympics were of a Canadian identity in that it reflected our national environment. Being the ‘true north’, our sports are frequently played in the cold, and the Vancouver Olympics exemplified just that. Big pastimes like hockey, curling, skiing, you name it, were well represented in the Olympics by our Canadian athletes. Second, the Olympic apparels embedded the Hudson’s Bay Company logo, which was responsible for the making of these popular clothing. It became a quick fashion trend among people, spreading our heritage in that the Hudson’s Bay Company has been a significant part of our history for over 340 years.[2] What better way to pay tribute and homage? Third, the apparel embodied Canadian nationalism in that people who otherwise do not express themselves nationally did so at the Games. Massive Canadian flags were being held and flown by fans, and maple leaf tattoos were a common sight. Even immigrants, who often settle in immigrant-friendly Vancouver, were no strangers to this phenomenon. Now that to me speaks ultimate unity. A reading I recently came upon attests to that: “Immigration has been mobilised to create an image of Canada as a land of opportunity ... by the ‘civility of state-sponsored pluralism in the form of official multiculturalism.’”[3]
What I personally loved about the Olympic uniforms is that they incorporated men’s, women’s, and even children’s wear, so there was no excuse for anyone not to wear it. In this way, it did not relate to systems of difference. If anything, I felt people tried competing for who could rock their Canadian apparel the best. It was truly nice to see class and race be put aside for a while as many were quick to adopt this Olympic fashion trend. In addition, it was nice to see the First Nations be incorporated into the Opening and Closing Ceremonies of the Game. Putting all inside politics aside, I was in high spirits and shared in their joy as they performed their native dances and performances. Can I get a round of applause Canada?
The Canadian Olympic clothing in essence became an artifact, a collection, a souvenir, or even a part of your winter wardrobe for this year. It was undeniably a big hit. The clothing is a Canadian artifact because the Games were held in Vancouver, so it distinguishes it from the other Olympics. And the impact of the apparel was outstanding, endorsed by the majority of us and something Canadians hold dearly to their heart.
[1] Dittmer, Jason. 2010. Chapter 4: “Narration of Nation in the Post WWII US”, in Popular Culture, Geopolitics, and Identity. Lanham, MD: Rowman &Littlefield. p.69-90.
[2] Retrieved from http://olympic.ca/2009/10/01/2010-canadian-olympic-team-retail-apparel-unveiled-today-available-only-at-the-bay-and-zellers-stores/
[3] Mackey, Eva. 2002. “Settling Differences: Managing and Representing People and Land in the Canadian National Project.” In The House of Difference. Toronto: University of Toronto Press. p. 23-49.
