Hennes & Mauritz is preparing to debut a new sportswear line, including a special collection created for Sweden's Olympic team to wear during next month's Winter games in Sochi, Russia. "Consumers, particularly female, are looking for fashionable, yet functional apparel," said Euromonitor analyst Ashma Kunde. "Players like Nike and Adidas should be wary. H&M doesn't have the same technology but it has a price advantage."

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