Ben Sherman and its global brand owner, Marquee Brands, are proud to announce the UK heritage brand’s return as an Official Supplier of Team GB for the upcoming Paris 2024 Olympic Games. For the third consecutive Olympic Games, Ben Sherman is set to outfit the official Team GB delegation in exclusively designed looks for the Opening and Closing Ceremonies. To celebrate and share the ceremonial looks, Ben Sherman presents an exclusive retail capsule collection that reflects the fusion of British heritage and contemporary style, marking this historic occasion.
To commemorate this landmark event, Ben Sherman has spotlighted four Team GB athletes for the brand’s accompanying campaign. The campaign’s visual narrative captures the unifying essence of athletes through vibrant and spirited images, featuring notable athletes: Kye Whyte (BMX Racing), Jacob Peters (Swimming), Desiree Henry (Athletics), and Lola Tambling (Skateboarding).
“It’s an honour to continue our partnership with Team GB and to connect with our global community during a historic event where we’re all uniquely united,” says Rachel Terrace, Chief Brand Officer of Ben Sherman at Marquee Brands. “We’re excited to cheer on all Team GB athletes as they walk out onto the global stage this summer, sporting Ben Sherman designs rooted in the brand’s British heritage.”
Drawing inspiration from the rich cultural heritage of the United Kingdom, the ceremony wear and retail capsule collection are designed to promote unity and express a sense of pride. A notable element seen throughout the official athlete looks and retail capsule collection is the specially designed four-nation floral motif, featuring a rose, thistle, daffodil and shamrock as a nod to the identities and histories of each of the four nations within the United Kingdom.
The Opening Ceremony attire features specially tailored pieces for all athletes representing Team GB, including a bomber style jacket featuring the specially designed four-nation floral design embroidered on the back. The bomber jacket is paired with a knitted open-neck polo made from an organic cotton blend with geometric motif in classic red and blue, and oxford trousers with a Union Flag tape waistband. The outfit includes a styling belt, supple suede loafers, and patterned socks in collaboration with Happy Socks.
The Closing Ceremony athlete uniform features a floral shirt with the four-nation floral motif printed throughout, styled with oxford shorts, a styling belt, suede loafers, and Closing Ceremony liner socks created in partnership with Happy Socks.
“We’ve been working closely with Ben Sherman and some of the Team GB athletes to develop the designs for the Ceremony wear over the past two years, and it’s brilliant to see them brought to life with a bright, fresh range that celebrates tradition whilst also being contemporary and fun” said Tim Ellerton, Commercial Director at Team GB.
Complementing the unveiling of the official ceremony wear for the Paris 2024 Olympic Games, Ben Sherman presents its retail capsule collection, featuring pieces inspired by the looks worn by the official Team GB delegation. The limited-edition capsule includes an embroidered bomber jacket, a track top featuring specially made floral printed knitted tape on the sleeves, knitted patterned and organic cotton polos, a floral printed casual shirt, and soft suede loafers.
Rounding out the retail capsule collection are six exclusively designed patterned socks in collaboration with the original colourful sock brand, Happy Socks. The collaboration unites Ben Sherman and Happy Socks, encapsulating the essence of both brands that inspire authentic self-expression through colour, prints, and cultural influences. Together, the brands celebrate the pride and rich tapestry of the United Kingdom’s heritage – one step at a time.
Discover the exclusive Ben Sherman retail capsule collection in partnership with Team GB, now available online at bensherman.com and teamGB.com, as well as select retail locations. Follow #BenShermanTeamGB to experience the spirit of British pride and style, and celebrate Team GB’s finest as they embark on their journey during the Paris 2024 Olympic Games.
