adidas, Official Sportswear Provider of Team GB and ParalympicsGB today proudly presented the ground-breaking team kit that will be worn by the British athletes at the London 2012 Olympic and Paralympic Games.
CLICK HERE to view the photo gallery of the Official kit.
Designed by acclaimed British designer Stella McCartney, who was appointed by adidas as Creative Director for this project, the kit is the most comprehensive range that’s ever been supplied to a national team combining the best in performance technologies and stand-out British style.
Over two years in the making, McCartney’s design of the kit focussed on the British flag, breaking down the iconic design and reconstructing it, creating a modern and contemporary twist. The result is a bold design that features on all items of the kit to ensure the British athletes stand out in front of the home crowd and look like a unified team.
The kit was revealed in spectacular style at the Tower of London where over 30 athletes including Jessica Ennis, Phillips Idowu and Ellie Simmonds showcased the performance range including competition kit, training wear, the presentation suit, footwear and accessories.
Speaking about the new adidas kit, British triple jumper Phillips Idowu said: “All eyes will be watching London 2012 so every little detail matters. I love what Stella has done with the design. Looking good is psychologically important but my sprint suit is also technically advanced, so not only do I look good but I also have confidence in the technology in the kit.”
Born from a long term partnership with McCartney and insight from the athletes around the positive effects of looking and feeling good, adidas has married cutting-edge technology with inspirational design to ensure the British athletes have a psychological edge at London 2012.
Nick Craggs, Marketing Director, adidas UK said: “All eyes will be on the British athletes when they take the stage at the Games so we wanted to ensure that they would be the best equipped team through a combination of leading technologies including PowerWEB and Climacool and a unified and striking team identity.”
adidas will supply over 900 British athletes across the 26 Olympic and 20 Paralympic sports with a total of approximately 175,000 items of clothing. This is made up of 590 individual articles that have been created to ensure the British team will be the best-equipped nation for the Games.
Involving the BOA, BPA and athlete commission in every step of the process, the result is a performance-led collection that reflects both Team GB and ParalympicsGB’s patriotic pride and passion, ensuring that they fly the British flag in style