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

Caroline Wozniacki

Caroline Wozniacki

Caroline Wozniacki

Caroline Wozniacki outfit designed by Stella McCartney:

Caroline Wozniacki

Caroline Wozniacki

Caroline Wozniacki

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!

adidas x David Ken
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