Ben Sherman has officially launched the ceremonial outfits for Team Great Britain at the upcoming 2024 Paris Olympics, continuing its role as the team’s official supplier for the third time.
Ben Sherman unveils ‘chic’ fits for Team Great Britain at Paris Games
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This year’s designs from Ben Sherman are a nod to the dynamic evolution of British fashion and cultural identity.
Celebrating 20 years since their first Olympic collaboration in Athens in 2004, Ben Sherman’s latest collection for Paris 2024 is both fresh and vibrant.
In a statement to WWD, Rachel Terrace, Chief Brand Officer at Marquee Brands, described the collection as full of “vibrant patterns, intricate detailing and renewed energy.”
The athletes will sport a look that includes a sleek bomber jacket paired with an open-collar polo, both featuring minimalist designs that subtly incorporate the Union Jack colours.
This outfit not only promises comfort but also a stylish representation of Great Britain during the opening and closing ceremonies.
Team Great Britain’s history at Paris Olympics
Team Great Britain has a rich history at the Paris Games, which will be particularly poignant as Paris hosts the Olympics for the third time, exactly a century after the 1924 Games.
Back in 1900, when Paris first hosted the Olympics, Team GB left a significant mark by securing a total of 30 medals, including 15 golds. Notably, this haul included Britain’s only Olympic gold in cricket and successes in men’s water polo, sailing, tennis, and football. Athletics and swimming also added to the impressive gold medal count.
In their more recent 1924 appearance, Team GB finished fourth in the medal table.
They brought home nine gold medals, with athletics, boxing, rowing, shooting, and swimming being particularly strong areas.
The performances in these games showcased Team GB’s diverse strengths across multiple sports, setting a high bar for future competitions.