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Two former winners of BESTSELLER’s Olympic Hope award have been selected to lead the Danish Olympic and Paralympic teams at their respective opening ceremonies in Tokyo. 

Sara Slott Petersen (BESTSELLER’s Olympic Hope 2006) and Daniel Wagner (BESTSELLER’s Olympic Hope 2012) have been unveiled as two of Denmark’s flagbearers for the upcoming Olympic and Paralympic Games in Japan.

At a formal media event in Copenhagen on Thursday, Danmarks Idrætsforbund (the Danish Olympic Committee) and Parasport Danmark presented their respective flagbearers for Tokyo 2020. For the first time, Denmark will have male and female flagbearers for each team.

Sara, who will compete in the 400m hurdles in Tokyo after winning silver in the same event at Rio 2016, will be joined by Olympic gold medallist Jonas Warrer (sailing) in leading Denmark’s Olympic team into Japan’s National Stadium on 23 July.

At the Paralympics Opening Ceremony on 24 August, Daniel will carry Dannebrog – the flag of Denmark – alongside four-time world champion Lisa Kjær Gjessing (taekwondo). Daniel will be competing at his third Paralympics and has previously won a silver medal in the 100m and two bronze medals in the long jump for athletes with a prosthetic leg.

Sara is BESTSELLER’s original Olympic Hope winner and has been involved in developing Denmark’s Olympic & Paralympic collections and will begin her final Olympic Games dressed in BESTSELLER-designed clothes as one of her country’s flagbearers.

“It is a huge honour to be a flagbearer. There is no doubt about that, and it’s the ultimate you can achieve as an Olympian. To also be involved in the design process for the official collection, live in Aarhus where BESTSELLER has a major office, I think it all comes together beautifully,” Sara says.

“I’m happy that BESTSELLER chose to make the collection for us again. It’s huge.”

BESTSELLER front and centre

The event at Experimentarium in Copenhagen doubled as the first formal appearance for Denmark’s official collection for Tokyo 2020. The four flagbearers were dressed in the Opening Ceremony outfit as they were presented with their flags.

As the official clothing partner of Denmark’s Olympic and Paralympic teams, BESTSELLER presented the Tokyo 2020 collection to the media and dignitaries in attendance. JACK & JONES Brand Director Anders Gam and VERO MODA’s International Buying & Design Manager Bettina Holst from our Olympic and Paralympic design team provided some insight into the design process and some of the special details.

“You do a fantastic job in dressing us athletes,” says Daniel Wagner.

“It’s not easy but when we’re out in the Athletes’ Village, you can definitely see that we’re from Denmark, and we’re the ones with the cool clothes."

To top off today's event, it was announced that BESTSELLER will once again, for the fifth time in a row, deliver the official Danish Olympic and Paralympic collections for Paris 2024. 

Significant experience

Together with its brands JACK & JONES and VERO MODA, BESTSELLER has designed and delivered an official wardrobe for the Danish athletes for all non-competition situations at Beijing 2008, London 2012, Rio 2016 and Tokyo 2020.

That experience has served BESTSELLER well in the design process for Tokyo 2020. With Denmark’s official Opening Ceremony outfits, BESTSELLER’s design team have produced an ensemble with sufficient gravitas, while keeping the athletes as comfortable as possible in Japan’s heat and humidity.

All Danish athletes will wear a formal dark red blazer that includes an official embroidered emblem featuring Denmark’s flag over the heart. To retain a sporty look, the men will wear shorts, while the women’s dress has a pleated skirt that harks back to traditional sports skirts from the early 20th century.

“From previous collaborations with the athletes, we know that the opening ceremony is an incredible experience but also a very long and tiring one, therefore we have focused on giving the athletes the most comfortable garments as possible,” says Winnie Andersen, Design Manager, JACK & JONES.

“For example, the men’s t-shirt has a eucalyptus-based print on the inside, which has a cooling effect when it touches the skin. We also prioritised soft breathable fabrics to ensure ultimate comfort.”


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