London 2012 British Team Kit Unveiled

adidas, Official Sportswear Partner of Team GB and ParalympicsGB, has unveiled the new 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 ever supplied to a national team, combining performance technology with British style.

McCartney’s design of the kit focuses on the Union flag and – according to the official statement from adidas – breaks down the iconic design and reconstructs it to create a modern and contemporary twist.  

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 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 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.’

Check out the video of the unveiling, plus a behind-the-scenes interview with Stella McCartney, at Sport Industry TV.

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. 

Replica ranges of the British team kit will go on sale next month, including football, tennis, cycling, basketball, athletics and swimwear.