H&M is launching a collection of performance sports apparel designed with input from athletes and featuring a mix of sport celebrities including Caitlyn Jenner.
The For Every Victory collection was developed in collaboration with the Swedish Olympic team and combines fashion with performance gear. The athletes advised on design, performance and wearability.
H&M also designed outfits for the Swedish Olympic and Paralympic team for Rio 2016, including the opening ceremony uniform, selected competition pieces and the prize ceremony outfits.
The collection features performance t-shirts, running shorts and leggings, and sports bras. Technical benefits include the use of quick-drying breathable materials and the use of recycled polyesters in keeping with H&M's sustainable positioning.
"This is a collection about performance with great style, and the input of the Swedish Olympic team has been invaluable in the creation process," said Pernilla Wohlfahrt, design and creative director at H&M. "The result is high fashion, technical sports pieces for everyone to wear."
A marketing campaign will celebrate "the power of sport and self-belief to transform people's lives," according to the company. Advertising will feature Caitlyn Jenner with her Olympic gold medal in the decathlon; Chelsea Werner, a gymnast with Down Syndrome; surfer Mike Coots who lost his leg in a shark attack; and boxer Namibia Flores who has fought against prejudice.
For Every Victory will launch in stores and online July 21, in advance of the summer Olympics.
- see this H&M press release