Team GB and iconic British brand Ben Sherman today announced a deal as an official supporter for Tokyo 2020 and beyond.
The designer brand will be charged with creating an exclusive look to be worn by all Team GB athletes during the Opening Ceremony at Tokyo 2020 next July.
The deal will also see Ben Sherman create a commemorative fashion collection available for retail for Team GB fans.
Ben Sherman is no stranger to Team GB, having provided official formalwear for the delegation at the Athens 2004 Olympic Games.
With less than 16 months to the start of Tokyo 2020 the addition of Ben Sherman comes at the perfect time and British Olympic Association Commercial Director, Tim Ellerton, had no doubt about the quality that Ben Sherman brings.
“Ben Sherman is a heritage brand synonymous with British fashion and having worked together for Athens 2004, they know what Team GB means in this country.
“The Opening Ceremony of a Games is a unique moment when the eyes of the world are on the team before the excitement of Tokyo 2020 commences.
“Ben Sherman is known for its creativity and class and we are already excited about the designs they have in mind that will introduce the brilliant Team GB athletes to the world at the Games in the best possible way.”
Following on from four successful runway seasons at London Fashion Week Men’s and an exhibition at Pitti Uomo in Florence, celebrating its 55-year history, Ben Sherman’s tie-up with Team GB is one that brings great pride and excitement to the company, as Mark Williams, Creative Director, explained.
“It’s absolutely amazing for the brand to represent Team GB at the Olympics. For over five decades the Ben Sherman brand has been steeped in British youth and style culture, I am honoured to be tasked with creating this collection.
“The design elements will hold true to the spirit of the Olympics. We want the athletes to feel an immense sense of achievement and unity while representing the nation during the Opening Ceremony.
“We can’t wait to see them walk out as a talented group of diverse individuals, from all walks of life, unified in the same look and believing in the same principles aimed at a common goal.”