designed by British fashion heavyweight Stella McCartney.
The official sportswear partner unveiled the the ground-breaking kit which combines the best in performance technologies with stand-out British design, which will be worn by athletes in both the Olympic and Paralympic games this Summer.
Acclaimed British designer and creative director for this project, Stella McCartney, has in two years created a kit which uses a reconstructed representation of the iconic Union Jack, making for a conemporary take on patriotic sporswear.
McCartney commented, “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.”
Over thirty athletes including Jessica Ennis, Phillips Idowu and Ellie Simmonds, attended the launch at the Tower of London to showcase the competition kit, training wear, presentation suits, footwear and accessories.
British triple jumper Phillips Idowu said: “With a global audience watching London 2012 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.”
Adidas will supply over 900 British athletes across 26 Olympic and 20 Paralympic sports, producing a total of approximately 175,000 individual garments, and replica ranges of the British team kit will be available from April.
Nick Craggs, Marketing Director of adidas UK added, “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 TECHFITTM PowerWEB and Climacool and a unified, striking team identity.”
“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 athletes from Our Greatest Team. Performance is our number one priority and the superb combination of Adidas and Stella is sure to impact positively on Team GB,” said Team GB Chef de Mission and Chief Executive of the BOA, Andy Hunt.
Tim Hollingsworth, Chief Executive Officer of the BPA, added: “A home Games will be an incredible experience for Britain’s Paralympic athletes. Despite their past success, they have never been centre stage like they will be in London so it’s really important that they look fantastic with the eyes of the whole nation on them. And after all the hard work they have put in to make the team, they will also want to know that the kit will enable them to perform at their best. This kit is a great combination of style and function that we hope will give us the winning edge.”
Has Stella McCartney done us proud or are you disappointed with the Team GB kit? Leave a comment below…