adidas unveils British team kit for London (designed by Stella McCartney), release from adidas, note by Larry Eder

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adidas, Official Sportswear Partner of Team GB and ParalympicsGB today proudly presented the ground-breaking 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 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 focusses on the Union 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 as a unified team.
Face it, the team that will receive the most comments in London 2012 is Great Britain. So, that uniform and kit better be good. adidas picked Stella McCartney, who has done several other collaborations with adidas, which turned out very well.

First comments have been about the attention to detail and how form meets function. Ms. McCartney is obsessive about detail, and it shows,  from using new adidas hi-tech fibres, to incorporating the iconography of the flag of Great Britain. Ms. McCartney has given the six hundred athletes who are on on the Team GB and Paralympics GB teams team kit that is both attractive and useful.


phillips idowu, jessica ennis, team gb.jpg
Phillips Idowu, Jessica Ennis, 22 March 2012,
adidas Team GB kit (designed by Stella McCartney),

       photos courtesy of adidas communications

team gb jacket.jpgTeam Great Britain Jacket, London 2012,
 photo courtesy of adidas communications


Jessica Ennis adidas uniforms.jpgJessica Ennis, modeling Team GB kit, by adidas (Stella McCartney designed),
photo courtesy of adidas communications


Federations, such as Great Britain, USA, Russia and China give footwear brands a chance to showcase the universality of their product and the global reach of their brand. Sponsoring a federation is no mean task.

And sponsoring federations such as Team Great Britain (adidas) and Team USA (Nike) is fraught with challenges. The kit will be part of the digital legacy of the events and stay in the memories of fans for generations to come. Talk about pressure.

In the video, designer Stella McCartney spoke quite eloquently about how she came up with the theme of the Team GB kit. This observer likes what I have seen of the kit and will note that it looks very usable.

As to the kit of a former colony, Nike is said to be showcasing their USATrack & Field team kit in the next couple of months.


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