Great Britain has stuck with traditional colors – opting for a striking navy blue background – in their official Olympic and Paralympic kits which retain the traditional red, white and blue union flags.
It followed a backlash earlier this month over the sale of Olympic merchandise to fans, which were branded as ‘Union Jack’ flags but featured dots and squiggles as well as a color scheme that veered into pink and purple.
The recently unveiled Adidas team kit has a much more conservative tone, although the striking predominance of dark blue at this summer’s Paris Olympics represents a shift from recent match kits that have generally been placed on a white background.
However, the tracksuits that will be worn on stage will have a white base and will feature the union flag on the arm.
According to Adidas, this will result in “clean, radiant equipment that makes the medals shine.” The press release also claimed that the kit would “unite all athletes with fresh interpretations of Great Britain’s distinctive identity”.
Diver Tom Daley, who will compete in his fifth consecutive Olympic Games in Paris, immediately gave his support to the new design. “I can honestly say that nothing compares to competing in my Team GB kit, knowing that all the training I have done is aimed at hopefully winning a medal for my country,” he said. “This new outfit really captures that special feeling and I can’t wait to wear it in Paris this summer.”
The kit unveiled in Paris will also use a font inspired by the 1924 Games in the French capital a hundred years ago, when Harold Abrahams and Eric Liddell won the gold medals that inspired the Oscar-winning film Chariots of Fire. Adidas even claims that athletes will “feel the passion” that comes from a font with ‘tactile graphics’.
“Embracing tradition whilst injecting newness, Team GB and Paralympics GB racewear is built around the classic British red, white and blue; integrating this iconic colorway in an effortlessly simple way to connect a new generation of fans to the athlete’s passion,” Adidas stated at the kit’s launch.
The German sportswear brand is supplying kit for 15 teams in Paris this summer and on the British design, which was completed in consultation with Team GB two years ago, it added: “A colour-blocking approach means fiery red and brilliant white accents pop up playfully . – during movement – against a sleek, dark blue base that provides the perfect canvas to unite athletes from many sports.
“The look is completed with striking white lion heads from the Team GB and Paralympics GB logos standing proudly on the chests of athletes as they represent this proud sporting nation.”
Livvy Breen, a Paralympic medalist in the sprint relay and long jump, said: “I love the new kit, especially the pops of color and what they represent – it feels very fresh.”
The BOA has separately collaborated with Bath-based design company Thisaway on their new fan merchandise.
Flags, streamers and water bottles were launched in a different color scheme last June and sparked criticism following outrage over the changed St George’s Cross flag on the collar of England’s Euro 2024 football shirt.
The new flags, controversially branded as ‘Paris Union Jack Supporters Flag’, have sold out after going on sale at the official Team GB store for £12. The bunting, which claims to be a ‘Union Jack pattern’, costs £13 and the sold-out metal water bottles in the new design colors cost £17.50.
What other countries are wearing, including the controversial US kit
Nike’s unveiling of Team USA The Olympic kit sparked a firestorm of sexism, with athletics kits coming under fire for leaving female athletes ‘exposed’. While athletes can choose from multiple equipment options, one particular design on one mannequin – a leotard with a high-cut pelvic area – drew criticism. United States Track and Field said the uniforms unveiled were just two of many options available, while athletes later said the photo of the mannequin itself had not done the outfit justice.
Hosts France were designed by renowned artistic director Stephane Ashpool and produced by French sportswear brand Le Coq Sportif. Ashpool’s designs pay tribute to both the athletes and the vibrant city of Paris, where his creativity first blossomed.
Canada have collaborated with Lululemon for their Parisian outfits, making the country’s red and white colors instantly recognizable, in a high-tech design that focuses on thermal comfort while paying tribute to the country’s indigenous heritage.
Australia New Olympic uniforms were unveiled in Sydney in March, featuring the work of indigenous artists. Designs by artist and boxer Paul Fleming and Torres Strait Islander artist David Bosun are included. For the first time, Australian athletes can wear uniform dresses at Olympic venues when not competing.
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