designed by British fashion heavyweight Stella McCartney. The official sportswear partner unveiled the the ground-breaking kit which combines the best
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.
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.”
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 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.”
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