When it came to figuring out how to handle Japan’s sweltering weather during the Tokyo Games, Sweden’s Olympic and Paralympic teams decided to look for local expertise.
That led the Nordic nation to sign a contract with fast fashion titan Uniqlo, who outfitted Swedish athletes at Tokyo 2020. The two parties announced an extension of their partnership on Wednesday, ensuring that Sweden will continue to wear Uniqlo through the Paris Games.
While Uniqlo is no stranger to the Olympics — the company outfitted Team Japan for the 2002 Winter and 2004 Summer Games in Salt Lake City and Athens, respectively — it was the company’s first time supplying clothing outside of its home country and a new opportunity to showcase its strengths.
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