# Practical UK Games Gear The Spencer and Marschall Selfridges 'Olympic Survival Kit' is Efficient By Jordy E | Published 2012-05-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/olympic-survival-kit References: [definitivetouch](http://definitivetouch.com/news/oliver-spencer-x-seil-marschall-x-selfridges-olympic-survival-kit/) & [oliverspencer](http://www.oliverspencer.co.uk/) The 'Olympic Survival Kit' by the Oliver Spencer and Seil Marschall brands are currently being launched in association with the UK-based Selfriges department store. This practical approach to the British games coincides with the events rapidly approaching commencement, bringing about a flurry of excitement among the region's design world. Spencer's focus upon high fashion may not be the first imagined partner for Marschall's outerwear label. The Olympics have provided them with the perfect opportunity to team up however, merging couture themes with durable products. The bright-orange knapsack created by Marschall's encloses a white Spencer T-shirt and an assortment of appropriate tourist gear. Hydrating coconut water, playing cards and an A-Z guide of London will be sure to accommodate the city's droves of visitors, not to mention the stylish inclusion of a thin KWAY coat. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 5% | Activity: 43% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### What's Driving This Trend - **Collaborative Fashion:** The collaboration between Oliver Spencer and Seil Marschall merges high fashion with durable products, creating new opportunities for collaborative fashion brands. - **Practical Tourism:** The 'Olympic Survival Kit' offers appropriate tourist gear such as an A-Z guide of London, creating opportunities for practical tourism products and services. - **Functional Packaging:** The bright-orange knapsack created by Seil Marschall provides functional packaging for the 'Olympic Survival Kit', presenting opportunities for innovative packaging solutions. ### Who This Affects Most - **Fashion:** The collaboration between Oliver Spencer and Seil Marschall provides the fashion industry with opportunities to explore new collaborations and innovative product designs. - **Tourism:** The 'Olympic Survival Kit' offers opportunities for the tourism industry to create practical and themed travel gear for visitors to London. - **Packaging:** The functional packaging of the 'Olympic Survival Kit' presents opportunities for the packaging industry to develop innovative and functional packaging solutions. ## Related on Trend Hunter - [Chic Olympic Surfer Fashions](https://www.trendhunter.com/trends/oakley-offshore-collection.md) - [Technical Sports Capsules](https://www.trendhunter.com/trends/white-mountaineering-umbro.md) - [Camping-Ready Collaborative Designs](https://www.trendhunter.com/trends/camping-collection.md) - [Sporty Resort Capsules](https://www.trendhunter.com/trends/paper-x-four-seasons.md) - [Sporty Collaborative Streetwear Capsules](https://www.trendhunter.com/trends/palace-and-stella-artois.md) - [Performance-Driven Olympic Athlete Kits](https://www.trendhunter.com/trends/team-canada-kits.md) - [Luxury Department Store Takeovers](https://www.trendhunter.com/trends/burberry-and-harrods.md) - [Performance-Driven Competitive Attires](https://www.trendhunter.com/trends/curling-national-team.md) - [Transformative Olympic Kits](https://www.trendhunter.com/trends/team-canada-kit.md)