At London 2012 Team GB and ParalympicsGB will compete in the first home Games for over 60 years as the largest, best prepared, best equipped, best supported and most ambitious group of elite sportsmen and women to represent Great Britain and Northern Ireland. The British athletes for London 2012 have received the most comprehensive range of kit that’s ever been supplied to a national team. The ultimate kit bag includes performance wear, presentation suit, training wear, village wear, accessories and footwear.
Stella McCartney’s design appears throughout the range; the print is carried on the sleeves of the training product. It is seen in a more relaxed way in the village wear, before being revealed in full flair on the competition kit. Each sport has its own identity but is still part of the overall team look, something that was important to the athletes, and where products allow the flag design is seen wrapped around the athletes’ bodies.
The presentation suit has led the direction of the team identity, creating an iconic product for the British athletes. Never before has a team had such a unique identity and such a range of apparel.
Good luck to Team GB in the Olympics!