Primark, the well-known clothing retailer operating in the Netherlands and 16 other countries, has committed to partner the Wheelchair Rugby European Championship 2025. This partnership ties in perfectly with the recent launch of Primark's extensive and affordable ‘adaptive’ collection.
Adaptive collection
Primark's new adaptive collection, developed in collaboration with award-winning British fashion designer Victoria Jenkins, founder of Unhidden, consists of 49 affordable garments. The collection includes basic items such as trench coats, T-shirts, sweaters and jeans, all designed with specific features that address the needs of people with disabilities. This collection is available in stores in Amsterdam, Rotterdam, Utrecht and The Hague.
David Swann Lassche, Managing Director of Primark Netherlands BV, said, "Inclusion is at the heart of everything Primark does. We are therefore hugely excited about this partnership. The values that go with our adaptive collection align perfectly with the DNA of the Wheelchair Rugby European Championship. I'm looking forward to this great event and to taking steps together to promote inclusive clothing and inclusive sports."
Collaboration European Wheelchair Rugby Championship
The collaboration with the Wheelchair Rugby European Championship provides not only visibility for the Primark brand at Sportcampus Zuiderpark during the tournament, but also a unique opportunity to showcase the adaptive collection to the target audience. In addition to top matches, there will be several side events during the European Championship for children and adults with physical or visual impairments.
Willem Gallé, project manager of the Wheelchair Rugby European Championship on behalf of organizer Team TOC, emphasizes, "We want to make an impact with unique sports. That is what we are doing this time with the Wheelchair Rugby European Championship. We are bringing absolute top sport to The Hague, but there are also numerous social activations on the program so that together we create lasting progress in the field of inclusiveness. And that very thing fits perfectly with the fact that Primark has the guts to be the first major clothing retailer to launch an adaptive collection AND to step in as a partner of parasport!"
