Team GB

Team GB to get the support of Ben Sherman at Tokyo 2020

Team GB and iconic British brand Ben Sherman today announced a deal as an official supporter for Tokyo 2020 and beyond.


The designer brand will be charged with creating an exclusive look to be worn by all Team GB athletes during the Opening Ceremony at Tokyo 2020 next July.


The deal will also see Ben Sherman create a commemorative fashion collection available for retail for Team GB fans.


Ben Sherman is no stranger to Team GB, having provided official formalwear for the delegation at the Athens 2004 Olympic Games.


With less than 16 months to the start of Tokyo 2020 the addition of Ben Sherman comes at the perfect time and British Olympic Association Commercial Director, Tim Ellerton, had no doubt about the quality that Ben Sherman brings.


“Ben Sherman is a heritage brand synonymous with British fashion and having worked together for Athens 2004, they know what Team GB means in this country.


“The Opening Ceremony of a Games is a unique moment when the eyes of the world are on the team before the excitement of Tokyo 2020 commences.


“Ben Sherman is known for its creativity and class and we are already excited about the designs they have in mind that will introduce the brilliant Team GB athletes to the world at the Games in the best possible way.”


Following on from four successful runway seasons at London Fashion Week Men’s and an exhibition at Pitti Uomo in Florence, celebrating its 55-year history, Ben Sherman’s tie-up with Team GB is one that brings great pride and excitement to the company, as Mark Williams, Creative Director, explained.


“It’s absolutely amazing for the brand to represent Team GB at the Olympics. For over five decades the Ben Sherman brand has been steeped in British youth and style culture, I am honoured to be tasked with creating this collection.


“The design elements will hold true to the spirit of the Olympics. We want the athletes to feel an immense sense of achievement and unity while representing the nation during the Opening Ceremony.


“We can’t wait to see them walk out as a talented group of diverse individuals, from all walks of life, unified in the same look and believing in the same principles aimed at a common goal.”

About Ben Sherman:


Ben Sherman was a legend in his own right. Often described as ‘always embracing the new and the different’; he constantly searched for the very best. 

Born Arthur Benjamin Sugarman, he began his career making shirts for other designers, it wasn’t long before his creative flair took over and he started designing his own shirts. By 1963 Ben Sherman was ready to launch his own clothing line. 

For over fifty-five years the iconic Ben Sherman shirt and brand has been adopted by almost every seminal youth culture and style movement, it is still revered and worn by style leaders of today. Now a global lifestyle brand, Ben Sherman and the original Oxford shirt still remains a modern icon, there is simply nothing quite like an original Ben Sherman shirt.



About The BOA:


The British Olympic Association (BOA) is the National Olympic Committee for Great Britain and Northern Ireland.  Its mission is to develop, promote and protect the Olympic Movement in our territory in accordance with the Olympic Charter. The BOA achieves this through:                        


• Working in partnership with our members and key stakeholders to deliver world-leading services and support to enable British athletes to reach their full potential at the Olympic Games, Olympic Winter Games and other IOC-sanctioned events                    

• Working in partnership with our members and key stakeholders to provide athletes with relevant support on the journey to, during and following their Olympic careers                      

• Engaging people throughout the United Kingdom to pursue their very own goals and dreams through the Olympic Values and the example of Team GB Olympians        

• Being the independent voice of Olympic Sport and collaborating with our members and other sport stakeholders, both domestically and internationally, to support the continued growth and overall health of the Olympic Movement in the UK