Stella McCartney, Adidas Unveil Team Great Britain’s Olympic Uniforms

Following a year of uncertainty, unprecedented challenges and unique circumstances, Team GB and ParalympicsGB athletes will rise together in a kit that represents unity in diversity. The kit design features a contemporary representation of the Union flag, incorporated with inspiration from the host city, featuring intricate Japanese iconography.

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To launch the kit, adidas have created a striking photography series featuring athletes across a range of disciplines and experience including Laura Kenny, Max Whitlock, Laviai Nielsen, Ojie Edoburun, Tom Daley and Shauna Coxsey.

One of the key features of the new kit is the deconstructed Union flag. The village wear designs also feature lion graphics alongside the national flowers of England, Wales, Scotland, and Northern Ireland, and incorporate transparent overlays to bring a rich depth of uniqueness and modern relevancy to celebrating national pride.

The collection includes competition wear for a breadth of sports such as track and field and gymnastics, as well as debut Olympic sports like skateboarding and sport climbing, alongside podium and village wear. To help athletes keep cool during what is set to be the hottest Games on record, the kit features HEAT.RDY technology, which is constructed using cooling material and textures that are optimised for use in hot environments.

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Complimenting the collection is the latest innovation in footwear, adidas 4DFWD. The silhouette has been crafted using years of athlete data, cutting-edge technologies in 3D printing, and Carbon’s Digital Light Synthesis™ providing athletes with precision performance in every step.

Hero items from the collection include:

  • Podium Shoe: adidas 4DFWD utilising bespoke 4D technology, to create a new dimension of support and comfort for athletes.
  • Podium Jacket: Featuring a deconstructed Union flag in vibrant colourways, to stand out in a moment of celebration.
  • Competition Vest: Featuring the unique deconstructed design alongside innovative HEAT.RDY technology to help athletes keep cool whilst performing.
  • Village Hoodie: A design blended with the British lion and iconic flower symbols of the four nations in bold colours giving a contemporary finish to a classic style.
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Andy Anson, British Olympic Association CEO said: “Despite the incredibly difficult times society has faced this year, everyone associated with Team GB has remained positive and focused, especially the athletes who have worked incredibly hard to keep their dream of going to the Tokyo Olympic Games alive.

“Today’s launch of the adidas Team GB kit is another important step on that journey, bringing the athletes closer to realising their ambition. It’s always such an exciting moment when we see the kit for the first time and with the innovation and creative design of adidas we have no doubt that the athletes will look and feel ready to perform in Tokyo.”

Melina Hartmann, Design Director, adidas said: “It is so exciting to be unveiling the new kit for the Team GB and ParalympicsGB athletes. Through experimentation and dedication, each piece in the collection highlights how far we have pushed the boundaries in contemporary design, innovation, and sustainability. We hope all athletes feel like they can make their mark as individuals and as a team when wearing the kit at the Games this summer.”

Chris Walsh, VP Brand, adidas North Europe said: “At adidas, we pride ourselves on crafting product with creativity and innovation at its heart, and we have brought those values to life in the new Team GB and ParalympicsGB kits. Fusing performance with iconic style, the new kit will not only support our athletes as they rise to the challenge in Tokyo but will also provide a sense of unity for the many fans who will be watching back at home.”

This article appeared originally on Team GB.

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