Olympic champion and talented knitter Tom Daley has partnered with Ben Sherman as the Official Ceremonial Wear Supplier for Team GB at the Olympic Winter Games Milano Cortina 2026. This collaboration celebrates the brand's fourth successive Olympic games and offers a unique chance for Ben Sherman to work with one of Britain’s most esteemed athletes on a collection of specially crafted hand-knitted accessories.
“The Olympic Games provide a unique opportunity for brands to connect with global audiences through fashion and storytelling,” remarked Natasha Fishman, Chief Marketing Officer of Marquee Brands, which owns Ben Sherman. “Ben Sherman’s ongoing involvement solidifies the brand’s identity as a genuine representation of contemporary British style and craftsmanship. Working with Tom Daley brings this vision to life, honoring athletic achievement with innovative storytelling during a moment of national pride.”
Tom Daley first gained public attention in 2008 as one of the youngest divers representing Britain at the Beijing Olympics. Over the following sixteen years, he made history as the first diver from Team GB to secure four Olympic medals, and the first to win five at his final competition in 2024. During the 2020 Tokyo Olympics, which were postponed to 2021 due to the COVID-19 pandemic, Daley was famously photographed knitting by the Olympic swimming pool while waiting to perform a perfect dive in the men's 10m synchronized event, which earned him his first gold medal. This image became globally viral, standing out as one of the iconic visuals of the Tokyo games and offering insight into his life beyond diving. Just five years later, and a year after retiring from the sport, Daley launched his own knitwear brand, Made With Love by Tom Daley, expressing surprise that his knitting became more widely recognized than his diving career.
This collaboration feels like a full circle for Daley, who wore Ben Sherman while serving as the flagbearer during the opening ceremony of his final Olympics in 2024. The partnership features a selection of handcrafted knitted accessories for Team GB’s flagbearers, with key items set to be available to the public next month. Representing Team GB in Union Jack colors, Daley looked to vintage ski magazines for inspiration, choosing chunkier hats and scarves to complement Ben Sherman’s complete Olympic collection. The scarves boast bold GB lettering on both sides, crafted in a cable-knit style drawn from the snowy landscape anticipated at next year’s Milan games.
“The partnership with Tom Daley showcases how athletes are deeply involved in creating what we believe will be one of the most exciting ceremony outfits showcased at the Games,” stated Tim Ellerton, Chief Commercial Officer of Team GB.
To celebrate the launch, CLASH spoke with Tom Daley about the cultural and personal significance of this collaboration, his experience working with Ben Sherman, and his excitement for the Olympic Winter Games Milano Cortina 2026.
You served as the Flagbearer for Team GB in your last Olympic Games—how does it feel to reflect on that moment and now participate as a designer rather than an athlete?
Being part of the ceremony as an athlete was such an honor, but now to be involved in a way I’m passionate about after retiring from competition is an incredible privilege! I’m eager to see the finished pieces come to life!
Considering the moment you were spotted knitting at the Tokyo Olympics in 2021, did you ever envision that this hobby could lead to a new career for you?
I never imagined that my knitting would become something I would be more recognized for than my diving. I initially took it up to enhance my mental health, serving as a form of meditation and mindfulness, and it quickly turned into a daily obsession.
You also wore Ben Sherman during your final Olympic Games in Paris—what does it mean to collaborate with them for this year’s Winter Games?
I didn’t expect to have such an opportunity, particularly for a Winter Games, but I think they’ve done a fantastic job with the designs for these events!
How was the collaboration process with Ben Sherman? Did you find a creative alignment?
It was wonderful! The process was very collaborative, with plenty of group text chats, sharing photos and inspiration, and we definitely found a strong creative alignment.
Are you interested in future collaborations at Made With Love by Tom Daley? What do you seek in a collaborative partner?
Absolutely! I’ve really enjoyed the collaborations I’ve done so far. I love working with different creative minds because what I might envision for a project often evolves into something completely different through collaboration.
What was your mood board for this collection, and where did you find inspiration?
I explored a variety of sources, including ski magazines and online archives. Much of it involved bringing to life elements of my knitting from the Tokyo 2020 games.
How will it feel to see Team GB donning the designs created with Ben Sherman next year?
I can’t wait! I'm really excited 🙂 I hope to be in Milan to experience some of the games in person!
What advice would you
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Olympic champion and skilled knitter Tom Daley has partnered with Ben Sherman for their latest seasons as the Official Ceremonial Wear Supplier.