Sports Apparel Line Developed in Collaboration with Athletes

H&M will also be responsible for training and leisure wear to be worn by all Swedish team members in the Olympic Village, in addition to opening and closing ceremony attire. These items are slated for development through discussions with Swedish Olympic athletes and fittings of collection pieces.

Regarding the design of the Swedish team's attire, Ann-Sofie Johansson, H&M's Head of Design, commented: "H&M is incredibly honored to design the apparel for the Swedish Olympic and Paralympic athletes. The designs represent sports and fashion in a completely fresh way, drawing inspiration from Swedish heritage."





Therese Alshammar, a competitive swimmer and member of the Swedish Olympic team, stated: "Wearing the apparel of a national company, especially one with global renown like H&M, and representing our country enhances team spirit. From our very first meeting with H&M for the collection's development, we were confident that we could create items the Swedish team would be proud of."

Furthermore, H&M announced its collaboration with Olympic athletes for its newly expanded sports collection, "H&M Sport." Leveraging their knowledge and experience, a diverse range of sportswear will be produced. These performance-oriented and functional items, tested by world-class professional athletes, will be available at accessible prices.