After introducing some activewear in its stores and opening pop-up stores at the London Olympic Games, the international Swedish-based fashion retailer has announced that it will sponsor the members of the Swedish Olympic team for the next four years. H&M will supply the garments for the opening and closing ceremonies of the 2014 Winter Olympics in Sochi and the 2016 Summer Olympics in Rio de Janeiro, as well as training and leisure wear. Furthermore, the Swedish athletes will provide input for future sports collections sold in H&M stores.
Meanwhile, H&M's big competitor, Zara, has started its first cooperation with a sports league, the National Basketball Association, by developing a collection of NBA T-shirts for youngsters between the ages of 3 and 12. They are being sold, starting immediately, in the numerous stores of this subsidiary of Inditex in North and South America, Europe, Asia and the Middle East, as well as on its zara.com website. The shirts carry the logos and the colors of the Boston Celtics, Brooklyn Nets, Chicago Bulls, Los Angeles Lakers and Miami Heat teams.
