H&M To Outfit Swedish Athletes At Winter Olympics, Paralympics In Sochi

Fashion firm H&M will clothe Sweden's Olympic teams during the Winter and Summer Games, "bringing a global audience for a growing line of sportswear from a company best known for budget frocks and style accessories," according to Anna Ringstrom of REUTERS. H&M plans to expand its sports collection early next year "to help broaden its offering and boost sales." H&M said that "it would create outfits for the opening and closing ceremonies of the Winter Olympics and Paralympics in Sochi 2014, and the Summer Olympics and Paralympics in Rio de Janeiro 2016." It will also provide outfits for leisure and training in the Olympic Village "in a deal signed with the Swedish Olympic committees." The Swedish athletes "will give input to H&M's expanded sports range and a selection of clothes designed for the Olympic teams will be sold in stores and online" around the time of the Games (REUTERS, 4/17).