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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)
