With the excitement building for the Paris Olympics, UNIQLO has released a special collection.
"UNIQLO × Swedish Athlete Collection" is not just ordinary sportswear. It's highly functional wear that leverages UNIQLO's technology, receiving feedback from Swedish national team athletes. It accommodates not only sports such as running, tennis, and golf, but also serves as versatile items for relaxation at home or casual outings.
This time, we interviewed Mamiko Suzuki from UNIQLO Co., Ltd., a member of the team responsible for this collection, about the production background and the charm of the items.
Featuring Renowned Top Athletes as Global Brand Ambassadors
First, let's unravel the relationship between UNIQLO and sports."UNIQLO has been welcoming world-leading, exceptional athletes as global brand ambassadors to promote the UNIQLO brand and the concept of LifeWear (ultimate everyday wear). By supporting their top-level performances and leveraging the professional insights gained from these partnerships, we create LifeWear that provides new value and enhances comfort in people's lives.
"The first global brand ambassador was Shingo Kunieda, a former professional wheelchair tennis player, signed in 2009. Currently, Roger Federer, Kei Nishikori, Gordon Reid, Adam Scott, and Ayumu Hirano, are our six global brand ambassadors. Through activities with these global brand ambassadors, we strengthen ties around the world and promote contributions to local communities.
"UNIQLO has also been an official partner of the Special Olympics Nippon Foundation since 2002, donating volunteer staff uniforms and supporting event operations. Since 2003, we have been sponsoring the 'JFA Kids Program' organized by the Japan Football Association (JFA), running mini soccer festivals, 'JFA UNIQLO Soccer Kids,' for preschool children under six years old, among other sports-related activities."
For the 2024 Spring-Summer season, collections include collaborations with Roger Federer and JW Anderson, as well as new game wear for Kei Nishikori and apparel worn by Adam Scott during the PGA Championship.
Collection Based on the Official Wear of the Swedish National Team
The birth of the "UNIQLO × Swedish Athlete Collection" is also related to this connection with sports culture.
"In August 2018, when UNIQLO opened its first store in Stockholm, the capital of Sweden, we felt a shared value in culture and design with the Swedish Olympic Committee, leading them to approach us. In 2019, UNIQLO became the main partner and official clothing partner of the Swedish Olympic and Paralympic teams."
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This year marks the sixth year of the partnership, and in preparation for the Paris Olympics and Paralympics, UNIQLO has unveiled the official wear for the Swedish team. The "UNIQLO × Swedish Athlete Collection" is based on this official wear.
"As more people in Japan incorporate sports into their lifestyles, the line between sports and everyday life is becoming blurred. The "UNIQLO × Swedish Athlete Collection" exemplifies the concept of The High-Performance Simplicity of LifeWear, combining superior functionality with sophisticated style. It is a LifeWear collection that seamlessly transitions from sports scenes to urban settings, meeting new lifestyles and needs."
The development was fully supported by "UNIQLO Team Sweden," which consists of eight active athletes, including Anton Dahlberg, who won a silver medal in sailing at the Tokyo Olympics, and one legendary athlete with a remarkable record in world championships.
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