"H&M is a Swedish brand that is known all over the world and I am happy and proud. We really hope this will be a long-term cooperation for all parties.”
The high-street clothing giant, H&M, is launching a partnership with the Swedish team for the Sochi 2014 Olympic and Paralympic Winter Games and the Summer Games in Rio de Janeiro in 2016. H&M will design the clothes worn at the Opening and Closing Ceremonies, as well as create a complete wardrobe that the athletes can use during competition and in the Paralympic village.
"It is an honour for H&M to dress both Swedish Olympians and Paralympians during the Games in Sochi and Rio. The collection will reflect our Scandinavian design hallmark of a combination of fashion, sport and function," said Ann-Sofie Johansson, H&M's head of design.
The collection will be designed in close collaboration with the Swedish athletes who will provide feedback and test the garments for the best results. Athletes will also be involved in developing H&M's new extended performance range, as part of H&M's commitment to increase the supply of functional sportswear.
"H&M is a Swedish brand that is known all over the world and I am happy and proud. We really hope this will be a long-term cooperation for all parties,” said Hans Säfström, sports director for the Swedish Paralympic Committee.
"I also believe that our experience with functional solutions for disabled sport can contribute something very exciting to that in the long term,” he added.
In January 2014 H&M will launch its new extended sports concept – a new range of sports clothing for H&M customers worldwide. It is a collection of trendy sportswear that has been tested by elite world class athletes with high demands on performance and function.