In three separate TikTok posts, Evy Leibfarth, a canoeist competing in the 2024 Paris Olympics for Team U.S.A., unboxed several duffel bags and suitcases she had received from brand sponsors.

First was a huge rolling duffel bag from Nike, which included a podium uniform and an assortment of sweatpants, slides, sneakers, backpacks and other apparel.

Then there was a suitcase from Ralph Lauren, the official outfitter of Team U.S.A. for the Olympic and Paralympic Games, containing water bottles, Polo T-shirts, preppy dresses, quarter zips, crew neck sweatshirts, jackets and hats.

And finally, a duffle bag from Skims, replete with form-fitting tank tops, bodysuits, T-shirts, bathing suits and a bathrobe.

Ms. Leibfarth, 20, was one of many enthusiastic Olympic athletes who took to TikTok over the weekend to share videos of their impressive hauls from brands. Many flashed gear in their countries’ colors and embellished with their flags, fresh out of crisp plastic packaging. Some videos have received millions of views.

A variety of brands sponsor each country competing in the Olympics. By working with Olympians, brands are tapping into an engaged audience of fans. Many of the items flaunted by athletes in their haul videos are available to purchase online. Brands have dedicated pages on their websites featuring Olympic collections, like Skims for Team USA.