adidas and the Australian Olympic Committee were joined by several outstanding athletes including Sally Pearson, Mitchell Watt, Craig Mottram, Jess Schipper, Bronte Campbell, Henry Frayne, Cate Campbell, Jenna O’Hea and Natalie Cook to unveil the lightest and fastest team uniform ever worn by the Australian team.

adidas focused on lightwright, stronger and cooler fabrics, incorporating its ClimaCoolTM technology in all key apparel. The footwear is also said to be 25% lighter than the shoes worn in Beijing in 2008, thanks to adidas adizero concept.

Beyond the technological benefits of the London 2012 range, Australian athletes will look the part as they take the stage thanks to adidas’ country DNA project. This DNA design thread was established to create an innovative and visual identity that best captured and celebrated Australia’s personality and then incorporated throughout selected items within the range, with design elements and motifs placed according to the motion of the athlete in their discipline. The Kangaroo was chosen as a motif for the Country DNA because of its meaning and value to the nation.

Caroline Wozniacki outfit designed by Stella McCartney:

Caroline Wozniacki outfit designed by Stella McCartney:

A few months before the 2012 Olympics in London, David Ken and adidas have done a series of portraits of the brand’s ambassador athletes.
Known for his advertising work, David Ken launched in 2009 a photo project called LOL Project, with his partner William Lafarge. The idea was to capture a laugh, a total time of letting go, he executed with more than 2,000 people in France.
 
For adidas, he shot a series of portraits in studio and outside of Nikola Karabatic, Jo-Wilfried Tsonga, Teddy Riner, Alexis Vastine, Mahiedine Mekhissi, Gwladys Epangue, Maureen Nisima, Gaëtane Thiney, Arnaud Assoumani and Assia El Hannouni. David Ken asked them to interpret the concentration, the determination to win and the letting go through their experiences and what they’ve been through, with the London Olympics in mind!

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adidas, Official Sportswear Partner of Team GB and Paralympics GB presented the team kit that will be worn by 500 Olympic and 350 Paralympic British athletes at the London 2012 Olympic and Paralympic Games.

The kit, designed by Stella McCartney, was revealed in spectacular style at the Tower of London where over 30 athletes including Jessica Ennis, Phillips Idowu and Ellie Simmonds showcased the performance range including competition kit, training wear, the presentation suit, footwear and accessories.

Over two years in the making, McCartney’s design of the kit focusses on the Union flag:

“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.”

Judging by the comments on her facebook page, I’m not the only one to dislike this:
- The Union flag is RED, WHITE & BLUE………not blue, white and blue!!
- The Union Jack did not need re-designing. Or re-interpreting.
- I’d freak if someone messed with my (Irish) tricolour the way the Union Jack was used on this kit. I’m shocked as artistic licence is one thing but changing a national flag is a complete other. It really should be redone out of respect.
- A kid would have come up with something more exciting …. utter crap!
- Why the fuck didnt someone who knows the British flags design this?
- The design is almost exactly the same as the US Postal Service, how dare you ruin our heritage this way, what were you thinking by dismissing the red of England?

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