by Stephen Garner
Mark Williams
Mark Williams, Creative Director at Ben Sherman

Ben Sherman has signed a new multi-year agreement that will see it appointed as an official supporter and apparel provider to Team GB (short for Great Britain) for the Tokyo 2020 Olympic Games and beyond. The brand will create exclusive looks to be worn by the British athletes during the official Opening Ceremony, as well as additional lifestyle apparel for retail sales that will launch in May 2020.

Ben Sherman’s creative director Mark Williams will head up the design direction of the Opening Ceremony looks while also designing a capsule collection of supporters-wear. “It’s a real honour to be tasked with designing the collection,” said Williams, who has been with the brand since 2006. “We will use the brand’s heritage, authenticity and aesthetic excellence to inspire the very same athletes who inspire us with their dedication, and sportsmanship. The design elements will hold true to the spirit of the Olympics and Great Britain.  We want the athletes to feel an immense sense of achievement and unity while representing the nation during the Opening Ceremony.”

Fans will be able to purchase an exclusive capsule collection that will be available at Ben Sherman standalone stores, on and at select retailers.  Since the British Olympic Association receives no annual government funding and is reliant on private and corporate sponsors, proceeds from the sale of the Ben Sherman official Team GB apparel will support British Olympians.

The partnership will be the second time that Ben Sherman has been appointed to work with Team GB having provided official outfits for the Athens 2004 Olympic Games. Cory M. Baker, chief operating officer of Marquee Brands, Ben Sherman’s parent company, states that the partnership is “a time to come together and root for the athletes and for the icons that best represent the country. I think fashion has found a home at the Olympics for much of the same reason. Ben Sherman is so intrinsically connected to its home here in the UK and now it joins a host of globally recognized brands, which are showcased at the Olympic Games.”

“From the beginning, the Ben Sherman brand has always been about inspiring each of us to be the best we can be – which is why working with Team GB makes perfect sense,” added Talbot Logan, who oversees the global Ben Sherman business as SVP, Brand Management at Marquee Brands. “Team GB reminds us to believe in the extraordinary ability within each of us. In addition, Ben Sherman has always taken pride in our history of celebrating music, culture and sport.”