Chicago-based L&W Supply will serve as an official building material supplier of the U.S. Olympic team, its parent company USG announced in a presentation broadcast firm-wide Tuesday.

USG and its Canadian subsidiary CGC will serve as corporate sponsors, providing materials and financial support for the U.S. Olympic and Paralympic teams and the Canadian Olympic team as the building-product manufacturer seeks to refresh its corporate identity.

“We are becoming a more agile company,” USG president and CEO James S. Metcalf said. “It’s a bold move. We’ve earned a right to grow. It’s time to deliver a united global brand.”

Building-product manufacturer USG announced new branding at a series of company events nationwide Tuesday. Its distribution arm, Chicago-based L&W Supply, will maintain its current logo.
Building-product manufacturer USG announced new branding at a series of company events nationwide Tuesday. Its distribution arm, Chicago-based L&W Supply, will maintain its current logo.

The new identity comprises an updated logo and the new tagline, “It’s Your World. Build it,” for USG and CGC. L&W will keep it's current logo, company officials said. The four-year sponsorship contract includes the 2014 Olympic and Paralympic Winter Games in Sochi, Russia; the 2015 Pan/Parapan American Games in Toronto; and the 2016 Olympic and Paralympic Games in Rio de Janeiro. The news reflects USG’s recent efforts to reposition its material distribution arm to serve the light commercial segment. So far, L&W has provided the donated drywall, sheathing, and roof board to the new 34,325-square-foot Ted Stevens Sports Services Center at the U.S. Olympic Complex in Colorado Springs, Colo. The company also provided materials for a 13,846-square-foot expansion to the complex’s sports medicine and sports sciences building.

“We’ve had a challenging four years, as has everybody in our space. We want to be judged by how we get back up,” L&W CEO Brendan Deely told ProSales. “The winds are starting to come at our backs for the first time in four years.”

L&W’s $1 million operating profit reported for the most recent quarter represents a turn-around for the supplier as its sales rose 8.9% from a year earlier to $319 million during the period.

The company ranked sixth in this year’sProSales 100 survey with $1.08 billion in sales to professional builders and contractors across 155 locations in 2012.

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