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Superdry unveils disabled mannequin shop window for Invictus Games

Tom Bottomley
11 October 2018

Superdry today unveiled a disabled mannequin shop window at its flagship Regent Street store with former Lance Bombardier, Daniel Richards, as part of a celebration of the brand's partnership with Team UK for Prince Harry’s The Invictus Games, taking place in Sydney on 20-27 October.

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. 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. Superdry has made almost 8,400 items of clothing, including athleisure wear for the wider delegation of friends, family and officials.

Superdry Chief Executive Officer, Euan Sutherland, 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."

Daniel Richards returned from deployment in Afghanistan where he was involved in a near fatal motorbike accident. To this date he has no memory of the impact, but he lives daily with the multiple injuries including the amputation of his right arm and shoulder.

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.”

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