H & M, the Swedish clothing brand, collaborated with the country's Olympic athletes for a collection of fashionable sportswear that blends style and high performance perfectly to satisfy its consumers and promote a healthy lifestyle.
The campaign for the clothing was titled 'For Every Victory' and works to focus on individual achievements -- which is instilled by the powerful imagery that the brand promotes the collection with. Athletes stand strong in front of a cityscape, complementing the clothing they're adorned with and prompting consumers to associate this feeling with the brand. This imagery also works in showing how the collection was tested and perfected by the athletes themselves, resulting in fashionable sportswear that doesn't cut any corners on functionality and comfort. The line features clean cuts, simplistic patterns and monochrome colorways and is available in styles for both men and women.