Uniqlo unveils its collaboration with Sweden's Winter Olympians and Paralympians, offering sports fans a unique opportunity to connect with their favourite athletes on a deeper level
The countdown to the 2026 Winter Olympics has officially begun, and with Milano-Cortina set to host this global spectacle, anticipation is already mounting. These Games promise to celebrate the very best of winter sport – a field in which the Nordic countries have long excelled. From skiing and luge to figure skating, athletes from around the world will push their limits in pursuit of gold. Yet even the most gifted competitors owe part of their success to the right equipment – particularly their sportswear. From advanced thermals to specialised protective gear and footwear engineered for maximum grip and stability, what they wear is as crucial to performance as skill and training.
For Team Sweden, a leading force in the world of winter sports, the 2026 Games will be no exception. This year, however, they bring an added edge. Continuing their ongoing partnership with the renowned apparel brand Uniqlo, Team Sweden has unveiled a new high-performance collection.
Photo: Uniqlo
Photo: Uniqlo
This collaboration, which features fleece and puffer jackets, knitted trainers, and shell pants, blends cutting-edge technology with sleek, stylish designs. These garments not only elevate the athletes' performance but also allow sports fans around the world to connect with their heroes on a deeper level. Inspired closely by the official gear worn by the athletes, the collection is crafted to tackle the demands of harsh winter weather, whilst also offering Swedish supporters a unique way to showcase their national pride. This line aims to unite fans and athletes alike, creating a deeper bond through shared passion and state-of-the-art apparel.
Swedish athletes were deeply involved in every stage of the design process
Nikolina Johnston, Chief Operating Officer for Uniqlo Scandinavia.
"Swedish athletes were deeply involved in every stage of the design process," explains Nikolina Johnston, Chief Operating Officer for Uniqlo Scandinavia. "Their insights shaped everything from fit and fabric to functionality and aesthetics." The result is a collection infused with Uniqlo's signature functional technologies, such as Heattech, Puffertech and the brand new Dermizax, offering wearers warmth, breathability and water resistance. "Just like Uniqlo's LifeWear, the Sweden Olympic and Paralympic consumer collection combined simple, sophisticated design with high functionality," Johnston explains. "With athlete-led design and rigorous testing, the garments are engineered to perform under elite conditions while remaining comfortable and functional for everyday wear," adds Johnston.
These garments represent just the first phase in the collaboration between Team Sweden and Uniqlo. In December, the Japanese brand will launch the new Logo Collection, which takes more literal inspiration from the team, drawing its colours from the Swedish flag. "National identity was central to the design," adds Johnston. "In close dialogue with the Swedish Olympic and Paralympic Committees, we chose a calm navy base complemented by vibrant blue and yellow accents - colours which represent Sweden. The result is a collection that celebrates Swedish pride while remaining elegant and wearable."