The Gentleman Magazine Issue 15 | June 2019 | Page 82

Ben Sherman Proudly Announces Partnership
With Team GB Ahead of Tokyo 2020
Iconic British brand Ben Sherman announces an exciting
multi-year agreement that will see it appointed as an official
supporter to Team GB for the Tokyo 2020 Olympic Games and
beyond. The brand will support the nation's finest competitors
during the world's greatest sporting event. Ben Sherman will
create exclusive looks to be worn by the British athletes during
the official Opening Ceremony, as well as additional lifestyle
apparel for retail.
Ben Sherman Creative Director, Mark Williams will head up
the design direction of the Opening Ceremony looks while also
designing a capsule collection of supporters-wear. Williams,
who has been with the brand since 2006, comments: "It's a real
honour to be tasked with designing the collection. We will
use the brand's heritage, authenticity and aesthetic excellence
to inspire the very same athletes who inspire us with their
dedication, and sportsmanship. The design elements will hold
true to the spirit of the Olympics and Great Britain. We want
the athletes to feel an immense sense of achievement and unity
while representing the nation during the Opening Ceremony."
Fans will be able to purchase an exclusive capsule collection
that will be available at Ben Sherman standalone stores, on
bensherman.co.uk and at select retailers. Since the British
Olympic Association receives no annual government funding
and is reliant on private and corporate sponsors, proceeds
from the sale of the Ben Sherman official Team GB apparel will
support British Olympians.
The partnership will be the second time that Ben Sherman has
been appointed to work with Team GB having provided official
outfits for the Athens 2004 Olympic Games. Cory M. Baker,
Chief Operating Officer of Marquee Brands, Ben Sherman's
parent company, states that the partnership is "a time to come
together and root for the athletes and for the icons that best
represent the country.
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I think fashion has found a home at the Olympics for much
of the same reason. Ben Sherman is so intrinsically connected
to its home here in the UK and now it joins a host of globally
recognized brands, which are showcased at the Olympic
Games."
Talbot Logan, who oversees the global Ben Sherman business
as SVP, Brand Management at Marquee Brands adds: "From
the beginning, the Ben Sherman brand has always been about
inspiring each of us to be the best we can be – which is why
working with Team GB makes perfect sense. Team GB reminds
us to believe in the extraordinary ability within each of us. In
addition, Ben Sherman has always taken pride in our history of
celebrating music, culture and sport."
British Olympic Association Commercial Director, Tim
Ellerton, is keen to highlight the authenticity and creativity the
Ben Sherman partnership brings: "Ben Sherman is a heritage
brand synonymous with British fashion and having worked
together for Athens 2004, they know what Team GB means in
this country.
"The Opening Ceremony of a Games is a unique moment when
the eyes of the world are on the team before the excitement of
Tokyo 2020 commences.
"Ben Sherman is known for its creativity and class and we are
already excited about the designs they have in mind that will
introduce the brilliant Team GB athletes to the world at the
Games in the best possible way."
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