H&M To Dress Olympic Athletes

H&M will dress the Swedish teams for the upcoming winter and summer Olympic Games. The retailer has signed a four-year contract with the Swedish Olympic and Paralympic Committees.

The brand will be responsible for the outfits worn during the opening and closing ceremonies of the 2014 Winter Olympics in Sochi, Russia, and the 2016 Summer Olympics in Rio de Janeiro, Brazil. H&M will also create an extensive wardrobe for the athletes to wear in the Olympic village for both training and leisure purposes.
"It is such an honour for H&M to dress both the Swedish Olympians and Paralympians for the upcoming games in Sochi and Rio," said Ann-Sofie Johansson, H&M's head of design. "The designs will bring together sport and fashion in a totally new way and have Swedish heritage as a proud influence of the collection."
The Swedish Olympians will also give their input to H&M's Sport label, offering "their knowledge and experience" to help create a new and extensive range of sportswear pieces - which will be available to buy worldwide. The collection will debut in January 2014.

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