Swedish fashion chain H&M has released a new sports collection, called For Every Victory. The Swedish Olympic team has helped to develop the collection, while Caitlyn Jenner will be one of the campaign’s faces.
Compete with sports brands
The company says the Swedish Olympians have all tried every piece of clothing and have given advice regarding design, performance and wearability. H&M is also the Swedish Olympic and Paralympic teams’ official sponsor for the Games in Rio.
With this new collection, H&M seems intent on competing with brands like Nike, Adidas and Under Armour. To honour its own guidelines, all items were made from recycled polyester, to increase the sustainability of the collection.
Not only Caitlyn Jenner, but also Chelsea Werner (a gymnast with Down syndrome), Mike Coots (a surfer who lost a leg in a shark attack) and Namibia Flores (boxer) will promote the collection.
