Swedish retail giant H&M is celebrating the power of personal victories through its latest activewear line. Aptly called For Every Victory, the sport capsule collection is advocating overcoming obstacles and essentially, "the power of sports and self-belief to transform people’s lives."
H&M has also tapped a number of personalities to front this campaign—athletes who have achieved their own victories and have become an inspiration one way or another. Among them are Caitlyn Jenner who dared to stand up for her true identity, gymnast Chelsea Werner who soared above her Down Syndrome, Mike Coots who continued surfing in spite of losing one leg in a shark attack, and boxer Namibia Flores who fought against inequality to pursue her dreams. The campaign, essentially, is championing (pun intended) being your own Olympian.
H&M also designed the outfits for the Swedish Olympic and Paralympic teams for Rio 2016, including the opening ceremony uniform, selected competition pieces, and the prize ceremony outfits.
With input from the Swedish Olympic Team, the new collection offers performance running shorts, leggings, tank tops, and sports bras in a sophisticated color palette of black, grey, dusty pink, and gold. The products are made of quick-drying and breathable materials, and more notably, feature sustainable components. Everything will be available in stores starting July 21.
Launch the gallery to see the full collection.