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

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.