Ahead of the Invictus Games Sydney 2018, Superdry unveils first ever London disabled mannequin window

Superdry had unveiled what is believed to be the first ever shop window in London’s West End to use disabled mannequins, as part of a celebration of the brand’s successful partnership with the UK Delegation to The Invictus Games team.

As the Official Sportswear Partner for Team UK, Superdry are showing their support for the team in a window display at their flagship store on Regent Street.

The move was welcomed by Team UK as they prepare to travel to Australia to take part in The Invictus Games Sydney 2018.

The window, facing out onto London’s busiest shopping streets, features disabled mannequins, including one in a Motivation Multisport™ wheelchair and one with running blades, giving a real representation of the 2018 UK Invictus Games team. All the mannequins are wearing items from the specially designed new Superdry Team UK kit.

As the team starts the journey to Sydney for the Opening Ceremony on 20th October, the unveiling underlines Superdry’s multiple commitments to support the UK competitors, and helps build awareness of The Games.

Dan Richards, who is representing Team UK within the Cycling events at the Sydney Invictus Games 2018, joined to support the window launch.

Euan Sutherland, Chief Executive Officer of Superdry, said: “We want to wish all of the UK team, along with their family and friends, the very best of luck as they set off for the Invictus Games. We have formed a true partnership with the team and learnt so much from working alongside them. Their commitment, determination and bravery continues to show the power of sport and teamwork to transform lives. We are so proud that the Superdry name will be worn by the men and women of Team UK.”

As official clothing sponsor to Team UK, SuperdrySport’s in-house team of designers have worked hard to create full technical kit for the UK competitors taking part in the Games as well as athleisure wear for the wider delegation of friends, family and officials. In all Superdry has made almost 8,400 items of clothing. Collaborating with Help for Heroes, the charity delivering and training Team UK, Superdry have drawn upon their guidance and expertise to ensure the specialist requirements of the Team are met. A team of 75 Superdry head office employees volunteered to fit the competitors at their Team Trials, with each piece of sports kit designed to help maximise sporting performance.

Jayne Kavanagh, of Help for Heroes and Chef de Mission for Team UK, said: “Superdry has shown incredible commitment to producing high quality technical kit for our wounded, injured and sick Veterans as they represent the nation at this year’s Invictus Games. We are very pleased to be working with Superdry and are incredibly proud of every member of the team and what they will no doubt achieve in Sydney.”

This year’s Games in Australia will see more than 500 competitors from 18 nations expected to take part in 11 adaptive sports. The Games will take place from 20 – 27 October with events being held across Greater Sydney, including Sydney Olympic Park and on and around Sydney Harbour. Superdry have been following the competitors’ journeys to the Games, collating 30 hours of video content from their initial trials onto each of the training camps; this will form part of a content series made available later this year.

This partnership overall falls in line with a significant expansion of SuperdrySport’s offering in stores and online, following the opening of their first standalone Global Sports shops. SuperdrySport is designed to push the boundaries; combining extreme colours and graphics with pioneering fabrics, moisture wicking technology and impeccable attention to detail both inside and out.

Team UK is delivered through a partnership of Help for Heroes, the Ministry of Defence and The Royal British Legion.


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