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H&M competitor to sponsor Sweden’s Olympic team

Six months after establishing itself in Stockholm, Japanese clothing brand Uniqlo has announced it will sponsor Sweden’s athletes at the 2020 Olympics.

H&M competitor to sponsor Sweden's Olympic team
Anna Hasselborg of Sweden's curling team tries out new kit supplied for the country's athletes by Uniqlo. Photo: Henrik Montgomery/TT

The clothing chain, one of the world’s fastest-growing retail companies, is also set to open more stores in the Scandinavian country.

“Swedes are so sophisticated and warm-hearted,” Uniqlo Europe CEO Taku Morikawa said, stressing how welcome his company has been made to feel.

Morikawa was in Sweden to present the partnership between Uniqlo and the Swedish Olympic Committee at an event at Uniqlo’s store on Hamngatan in Stockholm.

Sweden’s athletes wore teamwear supplied by H&M at the last two Olympic Games.

The Stockholm store, Uniqlo’s first in the Nordic region, opened its doors in August 2018. An expansion is now planned on the Swedish market, although Morikawa declined to reveal where.

“We definitely have plans to open more stores here,” he said.

A store will also open in Danish capital Copenhagen in the coming spring as Uniqlo’s holding company Fast Retailing continues its global expansion.

Sales figures in Sweden’s clothing retail sector have seen a downward trend in recent years, with an exception in 2015.

H&M is usually cited as one of Uniqlo’s main competitors.

The impact of a new player on an already-competitive market is difficult to predict, according to the Swedish Trade Federation (Svensk Handel).

“Locally, competition is sharpened, but competition is already fierce. I would be inclined to say that this type of partly new concept store can, instead, help to revitalise the physical retail sector for clothing,” the association’s head economist Johan Davidson said.  

READ ALSO: H&M profit down sharply despite rise in online sales

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STOCKHOLM

The year Sweden organized the Olympics and defied expectations

Stockholm Olympic Stadium defied those who said Sweden wasn't advanced enough to host the Olympic Games in 1912, and has survived to become the world's oldest Olympic stadium actively in use.

The year Sweden organized the Olympics and defied expectations
Stockholm's Olympic Stadium as it used to look. Photo: Bertil Norberg/TT

This article was written for Members of The Local. Read more articles for Members here.

Taking inspiration from the medieval city wall of Visby on the Swedish island of Gotland, Swedish architect and athlete Torben Grut designed a stadium for the 1912 Summer Olympics in Stockholm that would stand as a fortress of athleticism.

His success was both immediate and enduring, and the now-historic stadium has lived up to its impressive façade for more than a century, hosting countless sporting and cultural events, witnessing more than 80 athletic world records, surviving a bombing, and simply reminding the world of its important place in Olympic history.

Initially, however, the outlook for both the stadium and the Stockholm Olympics – the fifth modern Olympic games – was far from promising. As historian Therese Nordlund Edvinsson wrote in a 2014 article in The International Journal of the History of Sport, despite Sweden's “modest ambitions” for the games, “critics argued that the country was too undeveloped to arrange a major sport event”.

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Djurgården versus AIK in 1915 at Stockholm Stadium. Photo: TT

The original plan for the stadium was an accordingly modest – and temporary – whitewashed wooden structure. The decision to make it permanent was likely a relief to Grut, whose other designs included Solliden Palace, the summer residence of the Swedish royal family on the island of Öland. Though still relatively small, with an original seating capacity of around 20,000, the completed stadium became a model for subsequent Olympic stadiums. Likewise, and in defiance of the critics, the Stockholm Olympic Games were considered a great success.  

In a 2012 article entitled, “Stockholm 1912 set the gold standard for the modern Olympics,” in the British newspaper The Guardian, sports journalist Frank Keating wrote, “Stockholm's 1912 Games are still considered standard-setting for Olympic decades to come. Women's competition was allowed for swimming and diving, while men's boxing was banned: and on the track photo-finish electronic-timing was introduced as a back-up to the hand-held judges' stopwatch.” It was also, he explained, “the last Olympics where any individual could just turn up and hope to enter a competition”.

MORE HISTORY FEATURES BY VICTORIA MARTÍNEZ:


One of the numerous concerts organized at the Stockholm Stadium. Photo: Fredrik Sandberg/TT

Over the years, the appearance of Stockholm Olympic Stadium has changed little, and the seating capacity has even been reduced. In 2011 and 2012, the stadium underwent its only major renovation in preparation for its centenary. Nonetheless, it has been an incredibly adaptable venue, serving for many years as home to Swedish football team Djurgårdens IF, and accommodating a wide variety of sporting and cultural events – from ice hockey to American football and from Italian tenor Luciano Pavarotti to Swedish DJ Avicii. It is also where the Stockholm Marathon ends each year.

The stadium has also maintained a long and at times somewhat chequered connection to the Olympic Games. In 1956, for instance, the equestrian events of the Summer Olympics taking place in Melbourne, Australia, were hosted some 15,000 kilometres away in Stockholm Olympic Stadium due to animal quarantine restrictions in Australia. And in August 1997, as Stockholm vied to host the 2004 Summer Olympics, the stadium was one of several sites in Sweden bombed or set alight by Swedish far-right extremists opposed to Sweden hosting the games.

READ ALSO: Polls suggest Italians much more enthusiastic about Olympic bid than Swedes

Although modern stadiums designed or used for the Summer Olympics now typically seat three to four times more people than Stockholm Olympic Stadium did in 1912, the historic venue still has a chance of returning to its Olympic origins. If Stockholm-Åre is selected to host the Winter Olympics in 2026, the snowboarding competitions are slated to take place in the landmark stadium, neatly tying together 114 years of Olympic history.

Victoria Martínez is an American historical researcher, writer and author of three historical non-fiction books. She lives in Småland county, Sweden, with her Spanish husband and their two children.

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