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Swedish Olympic Committee signs Uniqlo kit deal

Japanese clothing company Uniqlo has agreed a four-year deal to become the Swedish Olympic Committee’s (SOK’s) new main sponsor and official apparel supplier for its Olympic and Paralympic teams.

The deal covers the 2020 summer Olympic and Paralympic Games in Tokyo, as well as the 2022 winter Games in Beijing.

Uniqlo will supply the SOK with its LifeWear products, which will be worn by athletes during competition, training, medal ceremonies, press conferences and leisure activities. Later this year, the company will introduce a line tailored to the Swedish teams.

Tadashi Yanai, chairman and president of Uniqlo’s parent company, Fast Retailing, said: “We feel very strongly about this partnership, it will be a natural step for us after we first came into contact with the Swedish market in August when we opened our Uniqlo store in Stockholm.

“Sweden is seen as a pioneer country around the world, so it is an honour for us to be associated with Sweden’s Olympic Committee and become an Olympic partner at world level.”