Team GB to wear Ben Sherman at Tokyo 2020

15 Apr 2019

By: Sport Industry Group

British fashion brand Ben Sherman has been unveiled as an official supporter of Team GB in a deal that will run beyond the Tokyo 2020 Olympic Games.

Under the deal, Ben Sherman will create “an exclusive look” for all of Team GB’s athletes to wear during the Games’ opening ceremony on 24th July next year. The brand will also produce a commemorative fashion collection that will be available for Team GB fans to buy.

The exact length of the partnership has not been disclosed, but this is not the first time that Ben Sherman has teamed up with the British Olympic Association (BOA).

The brand provided Team GB with “official formalwear” during the 2004 Games in Athens.

BOA Commercial Director Tim Ellerton said: “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.”

Ben Sherman’s Creative Director Mark Williams added: “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.”

The deal with Ben Sherman is the latest in a string of Team GB agreements to have been secured as the BOA steps up preparations for Tokyo 2020.

In February, the BOA announced a trio of deals with UK holiday park Haven, bed retailer Dreams and housebuilder Persimmon Homes.