– designed by Stella McCartney
adidas combines best in performance technologies with stand-out British design to present the best equipped team in history
22 March 2012, Tower of London, London – adidas, Official Sportswear Partner 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.
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 focusses on the Union 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 as 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: “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.”
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 TECHFITTM PowerWEB and Climacool and a unified, striking team identity.”
adidas will supply over 900 British athletes across the 26 Olympic and 20 Paralympic sports producing 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 British Olympic Association (BOA), British Paralympic Association (BPA and the 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, Team GB Chef de Mission and Chief Executive of the 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 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.”
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.”
Replica ranges of the British team kit will go on sale in April, including football, tennis, cycling, basketball, athletics and swimwear
For more information, please contact:
Senior PR Manager – adidas Sport Performance
Tel: 020 7670 2700
adidas Press Office, Hill + Knowlton Strategies
Tel: 0207 413 3757 / 07825 680126