JYSK UK begins partnership with triathlete Paralympian Lauren Steadman
Long-term international para-sport supporter JYSK has announced its first UK sports partnership with triathlete Paralympian Lauren Steadman.
The Danish-owned global Scandinavian furniture group has one of the longest-running sponsorships in world sport, now 30 years, with the Parasport Denmark.
Since 1989, the sponsorship has been extended to other countries, as JYSK has expanded and opened new stores in other parts of the world. Today JYSK is the main sponsor of Parasport associations in Denmark, Sweden and Norway while also supporting the National Paralympic Committees in Finland, Czech Republic, Slovakia and Romania.
JYSK UK is now delighted to unveil its own 2019 partnership with the world-champion triathlete, Lauren Steadman.
Lauren is a triple World champion and six-time European champion. Most recently we have seen her sparkle, foxtrot and quickstep into the homes of millions as a familiar and successful face on one of the most popular prime-time Saturday evening family entertainment shows in the UK.
JYSK, which internationally turns 40 this year and has more than 2,700 stores across 51 countries, chose the opening of the first of a series of new UK stores for 2019 – the first in Derby - to celebrate the new sponsorship.
Country Manager for JYSK UK, David Ashton, had this to say: “There has been a long association between JYSK internationally and Parasport. When we started early in 2018 to look for a Para athlete to support ourselves here in JYSK UK we came across Lauren. For me, it is a perfect match, Lauren is open & honest, warm, humble & grounded, focused and full of hunger to win. In my eyes she really is a superhuman. We cannot wait to see her progress over the next 12 months and into the future, you are going to see even bigger things from this athlete, watch this space.
“JYSK sponsorship of the world´s greatest Para athletes is built on the common understanding that the dedication and will to win is what paves the road to great achievements and possibilities. The willpower and the dedication of the athletes inspires everyone at JYSK.”
Lauren is the current World & European Champion – a title which she has won three and six times respectively. She was born missing her lower right arm, however this has challenged her to be the best she can be - and she relishes the chance to overcome barriers. Lauren competed at two Paralympic Games as a swimmer, and since specialised in Paratriathlon, representing Team GB in the sport’s inaugural entry to the Paralympic Games in Rio 2016, where she brought home silver. She has her sights set on Tokyo 2020 where she will be aiming for gold.
As part of the new Derby store opening weekend, JYSK took the opportunity to tailor specific sleeping products to meet the needs of Lauren, to add a great night’s sleep every night for a little extra performance advantage – and the TV and Para Triathlon star will also benefit from funding for travel and equipment.
JYSK UK has also invited her to choose furniture items from its stores for her new home, enabling Lauren to create a calm, peaceful and happy environment to relax in, her own 'HYGGE'.