Pioneering bodywear brand Sloggi has announced a new partnership with Team GB athletes Karen Bennett (rowing), Matt Richards (swimming), and Lutalo Muhammad (taekwondo), supporting the British competitors through their Tokyo Olympic journey in comfort.
As the official licensee partner of Team GB, Sloggi’s fun and celebratory limited edition underwear capsule collection includes three brief and boxer styles for men in midi, hipster and short shapes.
The line also features the brand’s pioneering ZERO Feel technology for women with the official Team GB logo. ZERO Feel means zero seams, zero wires, and zero skin marks. The smooth 360-stretch fabric is exclusively developed for Sloggi with no seams or attached care labels.
After an incredibly tough year, athletes have needed to adapt and overcome to ensure readiness in preparation for one of the biggest sporting moments.
In press release announcing the collaboration, Karen Bennett, Team GB rower, competing in Women’s Four said: “I’m extremely excited and honoured to be going to the Tokyo Olympics and representing Team GB. After coming home with a silver medal at Rio in 2016, we are determined to get on the podium and ideally go one better.”
“Covid-19 kept us off the water, which has made everyone realise how much they love the sport and appreciate the opportunity we have got. Training at home was not easy, but we have been using our rowing machines in all types of weather. For me, confidence and success comes from preparation and visualisation. Know you’ve trained to the best of your ability, be in harmony with your team and visualise so there are no surprises and you can get the job done. I’ll be wearing my sloggi x Team GB underwear with pride, whether I’m recovering from practice or competition or relaxing on my rest days.”
Matt Richards, Team GB swimmer, competing in 100m freestyle, 100m freestyle relay and 200m freestyle relay added: “It’s my first Olympics and I can’t wait to get there and race against the best in the world. When pools were closed through Covid, I adapted and trained with a bungee cord strapped to the garage and my body, creating a swimming treadmill in my back garden. Regardless, I’m ready. I’ve been training the best I’ve ever trained and in the shape of my life so far. The three golden rules I live by are enjoy the sport you do, work hard and listen to your coach.”
“Being able to wear Sloggi Team GB underwear with the rest of the Team GB tracksuit brings everything in uniform and I’m going into the Olympics with a complete balance.”
Lutalo Muhammad, Team GB Bronze medalist in London 2012 and Silver medalist in Rio 2016 comments: “Although I won’t be able to compete this time, I will be fully supporting Team GB from behind the cameras. For any aspiring athletes, mental preparation needs to be part of your routine. Be completely honest with yourself and address any fears or anxiety you have around competition. Give yourself powerful answers to override any nagging unhelpful thoughts. It will be far easier to deal with on competition day if you have prepared in advance.”
“I hope everyone gets behind their athletes to make this Olympics a special one.”
The official licensed limited edition capsule underwear collection is available now and can be purchased from a number of retailers including the Team GB shop, Next, John Lewis, Amazon and at sloggi.com from £13 for briefs and £30 for bralettes and boxer sets.
