adidas, Official Sportswear Provider of Team GB and ParalympicsGB, has unveiled the team kit that will be worn by the British athletes at the London 2012 Olympic and Paralympic Games.
The kit was created by British designer Stella McCartney, who was appointed by adidas as Creative Director for the project.
McCartney’s design, more than two years in the making, 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.
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."
adidas will supply more than 900 British athletes across the 26 Olympic and 20 Paralympic sports with a total of approximately 175,000 items of clothing, made up of 590 individual articles.
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