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.
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