Just after 10 p.m. on Saturday night, on the first weekend of the Paris Olympics, Jill Biden walked through the wood doors of Ralph’s Restaurant Paris, past a towering display of red, white and blue flowers, and picked up two glasses of champagne from a silver tray.

Ralph Lauren, the brand that owns the restaurant in the city’s Sixth Arrondissement and is a longtime outfitter of the U.S. Olympic and Paralympic teams, hosted the party to celebrate the U.S. team.

The bash — along with the Games — was a chance for the brand to show off its Olympic collections. The marketing potential of the Olympics is “as if you have three Super Bowls a day for 17 days,” said David Lauren, the brand’s chief innovation and branding officer.

With President Biden sporting his U.S. Olympic merch back in the United States, the first lady was busy in France. Days earlier, she met with President Emmanuel Macron, greeted the U.S. team at the American Embassy in Paris and sat through the rain of the opening ceremony.