Swedish fashion chain H&M wants to enter the highly competitive sports fashion market from next year onwards: on 2 January, the chain will launch H&M Sport, although it will only be for sale in a low number of stores in the beginning.
Advice from athletes
Branching out into sportswear is a logical evolution in today’s society, as according to H&M sports is becoming increasingly important. It has struck a deal with the Swedish sporting association, allowing it to create the Swedish team’s Olympic outfits for the next four years.
The upcoming Winter Olympics in Sochi and the Olympic Games in Rio de Janeiro will see Swedish athletes dressed in H&M clothing. The company says the outfits will be “fashionable”, focusing on “cut and performance”. H&M already sells clothing for yoga, running, fitness and cycling and is also the official sponsor for Czech tennis player Tomás Berdych.
(translated by Gary Peeters)