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Fast Fashion Infiltrates the World of Pro Sports

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Professional tennis player Thomas Berdych told the New York Times that he is getting made fun of in the locker room thanks to his H&M-designed wardrobe, which includes a pretty loud T-shirt covered with Hawaiian floral print. Berdych is currently the only pro tennis player sponsored by H&M, but the Swedish retailer is generating buzz in the tennis world for its bold designs. And H&M is just getting start in the world of sports sponsorships. H&M's website announcing the partnership asserts: "This partnership marks a new chapter in the relationship between sport and fashion, bringing H&M clothing to the professional tennis courts of the world, and a sport influence to H&M." The brand also provided uniforms for the Swedish Olympic team in Sochi and is working on uniforms for the Swedish competitors at the Summer Olympics in 2016.

H&M isn't the only fast fashion brand repping tennis players. Uniqlo has outfitted Novak Djokovic since 2012 and added Kei Nishikori to its roster in 2013. Uniqlo also includes golfer Adam Scott as a sponsored athlete. But Adidas and Nike have the last laugh in terms of shoes: Berdych, Djokovic, and Nishikori all wear the shoes of their previous clothing sponsors.
· At the U.S. Open, Making a Statement That's Clear, and Loud [NY Times]
· H&M's New Denim Line Will Do What Regular Skinny Jeans Can't [Racked]
· Uniqlo's Sister Store Lends Outfits. For Free. [Racked]