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Derby team

JYSK sponsors Paralympian in the UK

Date: 23/01/2019

Author: Martin Møller Aamand, Communications & PR Manager

Category: CSR

Lauren Steadman and David Ashton
Lauren Steadman together with David Ashton, Country Manager for JYSK UK.

JYSK has announced its first UK sports partnership with triathlete Paralympian Lauren Steadman.

JYSK has one of the longest-running sponsorships in world sport, now 30 years, with Parasport Denmark.

JYSK UK is now delighted to unveil its own 2019 partnership with the world-champion triathlete, Lauren Steadman. She is a triple World champion and six-time European champion.

“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 and honest, 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,” said Country Manager for JYSK UK, David Ashton.

A great night’s sleep

JYSK chose the opening of the first of a series of new UK stores for 2019 – the first in Derby - to celebrate the new sponsorship. The new store created ten jobs, and opening day gave the people of Derby the chance to get to know JYSK, meet Lauren and snap up some selfies and autographs.

Lauren Steadman
Lauren Steadman tries out one of JYSK's many mattresses with expert guidance from a store employee.

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.

Lauren Steadman selfie
The people of Derby got the chance to get some selfies and autographs from Lauren Steadman.

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”.

Sights set on Tokyo 2020

Lauren Steadman 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.


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