Team GB has unveiled its official kit – designed by Stella McCartney and adidas – ahead of the London 2012 Olympic Games.
Designers claim the kit is the most comprehensive range that has ever been supplied to a national team ahead of an event - 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.
At the launch earlier today 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.
adidas will supply over 900 British athletes across the 26 Olympic and 20 Paralympic sports with 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 BOA, BPA and athlete commission in every step of the process, the result is a performance-led collection that reflects both Team GB and Paralympics GB’s patriotic pride and passion, ensuring that they fly the British flag in style.