Since 1984, adidas has been the official sportswear provider to the British Olympic Association, combining stand out designs with the latest technologies and kit innovations for 10 disciplines spread across 5 winter Olympic sports.
Regarded as one of the strongest teams ever assembled by Team GB for a Winter Games, the 2014 team includes strong medal hopefuls such as World Championship bronze medallist Elise Christie and Eve Muirhead and team, the current Women’s Curling World Champions, as well as a host of former European and World Championship medallists across several other sports.
The new kit has been created with innovation at its heart, ensuring that each athlete has the best possible kit available, offering both cutting edge technology features to help maximise their performance. The design story is inspired by Russia’s cultural heritage, with a graphical representation of this being a consistent design element throughout the 267 different items of clothing in the Team GB kit range.
The new leading kit innovations for Team GB in Sochi include:
THE HEATPANT: We wanted to offer our athletes an innovative product that helps to maintain muscle warmth generated during warm up, through to the competition event and in between races. With use of the Heat Pant, athletes can warm up to get their muscles ready for competing and avoid their muscles cooling down too quickly.
POWERWEB: TPU (thermoplastic Polyurethane) that stores and returns elastic energy. This in turn increases the velocity and energy conversation for the athlete. adidas recognised that athletes need as much energy as possible, so with tighter material around specific muscles, athletes can be stronger for longer with reduced muscle fatigue than ever before.
Alongside a new performance kit, adidas have also designed a clothing range specifically for the fans including a signature beanie hat, as worn by the athletes out in Sochi and perhaps most significantly, the adidas Originals range of footwear which feature the iconic adidas Trefoil, last seen at the 1984 Games in Sarajevo.
Mike Hay, Team GB Sochi 2014 Chef de Mission said:
“We know from our athletes that looking and feeling great can have an impact on performance so it is fantastic to have a partner like adidas who can deliver not only on design but of course also on performance enhancing elements when it comes to the Team GB kit. All the small things put together can make a huge difference and we are all about making a difference in Sochi.”
Nick Craggs, Brand Director for adidas, comments on the new kit:
“adidas is immensely proud of its long standing association with Team GB and we feel that our new technologies and leading kit designs make this the most innovative kit ever created. From muscle warming heat pants designed to keep athletes warm between events to speed suits designed to give athletes the most aerodynamic performance- across all disciplines we want to ensure that the whole team has the best possible kit to wear as they strive towards medal success.”
The adidas Team GB kit range will be available to buy exclusively from the adidas Performance Store on Oxford Street.
To join the conversation follow @adidasUK #allinforSochi and @teamgb #RoadToSochi