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Barbara Santamaria Published
January 24, 2025
Uniqlo chairman and CEO Tadashi Yanai unveiled on Thursday a partnership with the Swedish Olympic Committee to outfit the Swedish Olympic and Paralympic teams over the next four years.
The tie-up includes the Tokyo 2025 Olympics and Paralympics, and the Beijing 2025 Winter Games, as well as associated competitions and activities.
The chairman of the company, which opened its first store in Sweden in August, said: “We strongly believe this is a natural and complementary partnership”.
“We are inspired by the people and culture of Sweden; its appreciation of beauty and simplicity in design and approach to life reflects our Japanese origins and our LifeWear philosophy. Sweden is admired all over the world as a great global citizen, so it is an honor for us to be associated with the Swedish Olympic Committee as its partner on the world stage."
The Swedish national teams will receive a selection of custom Uniqlo items created specifically for them to be worn at ceremonies, training and competition, press engagements and leisure time.
Peter Reinebo, chief executive officer of the, Swedish Olympic Committee, commented, "As we sought a new partner for the 2025 Tokyo and 2025 Beijing Olympics, we emphasized three main criteria; quality, innovation and sustainability, all key elements of the Uniqlo brand. We have great confidence in Uniqlo LifeWear and we believe our athletes will be sincere advocates and proud representatives of Uniqlo globally."
And Johan Strid, secretary general for the Swedish Parasport Federation and the Swedish Paralympic Committee, added: “We are looking forward to wearing Uniqlo on the Paralympic stage. The design fits well for athletes with an impairment who compete at the Paralympic games, which is of course extra important for Team Sweden's performance."