DFS, the official Team GB Homeware Partner for the Rio 2016 Olympic Games, today unveiled track cyclist and double Olympic Champion Laura Trott, triple World Swimming Champion and World Record holder Adam Peaty and 2015 World Gymnastic Champion Max Whitlock as official DFS ambassadors.
The leading British sofa manufacture and retailer – which was unveiled as the Official Team GB Homeware Partner for Rio 2016 in February this year – revealed details of its plans to launch a major campaign that will kick off in early 2016.
Off the back of continued growth and strong business performance in 2015, the campaign is the natural next step in the brand’s journey to increase its appeal among a broader range of customers.
As part of the planned integrated multi-channel campaign, DFS will be supporting Laura, Adam and Max on the road to Rio, helping them rest, relax and recover during the pivotal training and preparation period ahead of Rio 2016.
In line with company’s commitment to help Team GB surpass the achievements of London 2012, DFS also announced that it will be working with Team GB to transform the team headquarters in Rio into a unique home away from home for all British athletes competing at the Rio 2016 Games.
Helen Normoyle, Chief Marketing Officer at DFS, commented: “As a successful British business we wanted to show our support for a team of extraordinarily hardworking and inspiring people. We’ve got a fantastic opportunity to use the expertise of our people in design, craftsmanship and comfort to support Team GB and ensure that they get the rest and relaxation they need when away from the training and competition arena.”
“It’s fair to say we’ve got some big plans in the pipeline for next year. At this stage we don’t want to give too much away, but what I can say is that when the Olympic Games start, we want to take the people of Britain on a journey from the heart of their homes to the heart of the action in Rio. We want to help people feel part of the Games and help re-create that connection that made London 2012 so special for the athletes and the nation.”
Double Olympic Champion Laura Trott, says: “My training is really ramping up so when I’m off the track rest and recuperation are more important than ever. Believe it or not, athletes need to chill out and relax just as much as the next person. Having a sponsor that can help me make that downtime as comfy as possible is brilliant. I’m really looking forward to working with DFS to create a relaxing sanctuary at home that will allow me to recover from what I know will be a grueling training schedule.”
Talking about the plans for Team GB HQ, rising star of British Gymnastics, Max Whitlock commented: “When the Games begin in Rio, knowing that all Team GB athletes will have an incredible retreat, a small slice of home, in Rio with us will be such a boost. When you're competing away from home it’s never as glamorous as it appears and there are times when you just crave the familiarity of home. Having a calming space where you can get away from all distractions and just unwind, relax and focus is a huge bonus.”
Despite the fact that Rio is over five and half thousand miles from Britain, DFS has also pledged to make the atmosphere at Rio 2016 feel like London 2012. The sofa brand promised that it has a series of exciting plans in the pipeline to help the nation get behind Team GB and roar the team onto success.
DFS also revealed that retired Heptathlete and Sydney Olympic Gold medallist, Denise Lewis has joined the team of official DFS ambassadors and will play a vital role in helping the nation come together to support Team GB.
DFS Team GB Ambassadors:
Laura Trott is a professional cyclist, championing on both the track and road. She’s a double Olympic Gold medallist and won both gold medals while on home turf at London 2012. She is also World Champion in team pursuit.
Adam Peaty is a swimmer and breaststroke specialist. He is the first man to go under 58 seconds for the 100m Breaststroke, setting a new World Record of 57.92 seconds. In the 2015 World Championships in August, he was the first British athlete to win three Gold medals in a single World Championship.
Max recently made history by becoming the first British man to win Gold at the Gymnastics World Championships. In his career to date Max has accumulated 21 major medals, including 2 Bronze medals at the 2012 Olympics and Gold at the Commonwealth & European Championships.
Denise Lewis OBE is a retired English track and field athlete and specialised in the heptathlon. She won gold at the 2000 Sydney Olympics. In the 2000 New Year Honours, she was honoured as Officer of the Order of the British Empire. Since retiring, she has taken up a number of presenting roles.