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London 2012 seeks clothing licensee

By FashionUnited


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This week saw the London 2012 Olympic organising committee, LOCOG, begin the process of sourcing a licensee for the design, manufacture and UK retail distribution of London 2012 branded apparel, headwear, bags and associated products. The range of merchandise and sales channels used by the licensee will complement the extensive range of licensed products being planned by Adidas, London 2012's official sportswear partner.

Merchandise covered by the deal would carry the London 2012 brand only and includes a full range of leisurewear and sports clothing, such as t-shirts, polo shirts, fleeces, jackets, tracksuits, baseball caps, rucksacks, holdalls and other items of clothing.

The deal with Adidas will see the sportswear company receive marketing and licensing rights to London 2012, providing kit for the British Olympic Association and British Paralympic Association in Vancouver 2010 and London 2012. In addition, during the Games in 2012, Adidas will provide sportswear to Games Officials, London 2012 staff and volunteers. Adidas will also have exclusive licensing rights for branded and unbranded sportswear at London 2012 venues and stores. The deal with London 2012 represents the biggest ever single event sponsorship investment by Adidas in the UK.

LOCOG Chairman Sebastian Coe welcomed Adidas to the London 2012 family. “We extend a very warm welcome to Adidas – they are a perfect partner for us as we share many common goals, including a vision to reach out and inspire young people in the UK and beyond. The team at LOCOG and I look forward to working with them over the next five years or so. One of our challenges as an organising committee is to raise £2bn to stage the Games in 2012 and our commercial programme is driving this.“

Image: London 2012 logo

London 2012