Uniqlo Team Sweden builds on partnership with Olympic and Paralympic committees
Uniqlo said it is strengthening its partnership with the Swedish Olympic and Paralympic committees by collaborating in a range of projects, including a program through which Sweden-based Olympic and Paralympic events will be held throughout the year to encourage children and youth to pursue sports and active lifestyles.
The partnership is called Uniqlo Team Sweden. It also comprises 11 top Swedish athletes — including Agnes Alexiusson, bronze medalist in boxing, European Championship 2019 (pictured) — expected to compete in the 2021 games in Tokyo, along with two former Olympians.
Since a partnership announcement in January 2019, Uniqlo has provided apparel to Swedish athletic teams and tournament officials during games and competitions. The brand is now designing a LifeWear collection crafted for the teams, designed with input from the athletes and keeping sustainability a priority.
The youth programme, called Dream Project, is hoped to help at least 20,210 children find a new sport in the next year.
Peter Reinebo, CEO of the Swedish Olympic committee, said that the project will allow them to hold Olympic and Paralympic related events that will “help encourage children and youths throughout Sweden to find a sport they can integrate easily into their daily lives. The activities will be conducted together in friendship, respect and [while striving] for excellence."
Image: Ms Alexiusson films a video for the Uniqlo partnership.
