Asos is continuing to drive the fusion of sportswear and fashion. The e-tailer has announced its plans to team up with GB‘s Paralympics team to create their formalwear for the Rio 2016 sporting events.
The online giant has partnered up with British Paralympics Association to design a “stylish” and “unique” collection for the team to wear at the games‘ opening ceremony in Rio De Jeneiro.
The brand has been involving Paralympics athletes in the likes of Will Bayley, Jordanne Whiley, Sam Ruddock and Lauren Steadman, who have been sharing ideas and feedback about designs.
Asos said its design team will use their “expertise in celebrating individuality whilst designing for a range of body types to create the team‘s formalwear.”
The sports inspired line will be worn on the event‘s symbolic opening and closing ceremonies. The apparel will be seen on up to 300 selected athletes, support staff and Paralympics GB business.
Asos boss Nick Robertson said: “We are proud to be the formalwear supplier for the Paralympics GB team. We are excited at the opportunity to showcase the very best of our design house by creating a fashionable moment for the team. At Asos we believe fashion is democratic and what better platform to celebrate than this?”
Tim Hollingsworth, Chief Executive of the BPA, added: “Working with Asos, we have an opportunity to take a fresh look at our approach to formalwear for Rio over the next 500 days, and develop fashionable, stylish designs unique to Paralympics GB.”