Ben Sherman links with Team GB for Olympics

By

Sandra Halliday

Published
Apr 15, 2019

Ben Sherman on Monday announced a multi-year agreement that will see it as an official ‘supporter’ to Team GB for the Tokyo 2020 Olympic Games and beyond. 

The Marquee Brands-owned label will create exclusive looks to be worn by the British athletes during the official opening ceremony. And importantly, it will also create additional lifestyle apparel for retail as it makes the most of the high profile of both the event and the athletes taking part.

Its creative director Mark Williams will be in charge of design direction for both the opening ceremony looks and a capsule collection that the rest of us can buy. 

Having been at the brand for 13 years, he said he and his team will use its “heritage, authenticity and aesthetic excellence" to (hopefully) inspire the athletes via design elements that will “hold true to the spirit of the Olympics and Great Britain. We want the athletes to feel an immense sense of achievement and unity while representing the nation during the Opening Ceremony.”

The capsule collection will be available at Ben Sherman standalone stores, on its webstore and at select retailers.

It will be the second time the brand has worked with Team GB having also provided official outfits for the Athens 2004 Olympic Games.

British Olympic Association Commercial Director, Tim Ellerton, said it’s a good fit as “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.”