Consider it a form of British heritage for clothing brand Ben Sherman that came into existence during the golden age of British youth culture. From The Who to Oasis, many icons have donned the brand since.
Taking over from Stella McCartney, Ben Sherman has now signed a multi-year agreement with the British Olympic Association’s brand Team Great Britain (GB) to provide athletes with outfits. The brand is now an official supporter of Team GB for Tokyo 2020 Olympic games.
GB, a brand name used for Great Britain and Northern Ireland Olympic teams, is responsible for designing the clothes and it will be headed by Creative Director, Mark Williams. A capsule collection consisting of 20-25 items will also be launched for retail purposes.
Interestingly, all proceeds from the sales of the capsule collection will go towards promoting the British athletes.
Adidas will continue providing Team GB with their kit.
Team GB and Ben Sherman are partnering after 16 years, the last time being Athens 2004 Olympic Games. This time’s collection will be taking inspiration from the 1964 Olympics and what athletes wear when they are not spending time training on the track. This deal is a wonderful opportunity for the brand to come up with creative marketing campaigns and make a place for itself in the world.
Cory M. Baker, Chief Operating Officer of Marquee Brands, Ben Sherman’s parent company, stated, “The partnership is a time to come together and root for the athletes and for the icons that best represent the country. I think fashion has found a home at the Olympics for much of the same reason. Ben Sherman is so intrinsically connected to its home here in the UK and now it joins a host of globally recognized brands, which are showcased at the Olympic Games.”
The Tokyo 2020 Olympic Games will run from 24th July to 9th August.