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.
Stella McCartney said: “The first place to start on a project like this is to look at the Union flag. For me it’s one of the most beautiful flags in the world and it was important for me to stay true to that iconic design but also to modernise it and present it in a contemporary way. Ultimately, we wanted the athletes to feel like a team and be proud with the identity we created.”
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
Andy Hunt, Chief Executive Officer of the British Olympics Association (BOA), said: “This partnership has brought together the best in performance technology through adidas, the best in British design and creativity with Stella McCartney and the best in British sport with our greatest team.”
Tim Hollingsworth, Chief Executive Officer of the British Paralympic Association (BPA), added: “A home Games will be an incredible experience for Britain’s Paralympic athletes. It is something that they have been working towards for most of their lives so they want to know that they have the kit that enables them to perform at their best. The fact that it is also stylish is definitely a bonus and will ensure they stand out.”