Great Britain has stuck to the traditional colors (and opted for a striking navy blue background) in its official Olympic and Paralympic uniforms which retain the traditional red, white and blue flags of the Union.
A violent reaction followed earlier this month for selling Olympic merchandise to fans that was branded “Union Jack” but contained dots and scribbles, as well as a color scheme that veered toward pinks and purples.
The recently revealed Adidas team uniform takes a much more conservative tone, although the surprising predominance of dark blue in this Paris Summer Olympics It represents a change from recent competition kits which have generally been placed on a white background.
The tracksuits that will be worn on the podium, however, are white-based and will have the Union flag on the arm.
This, according to Adidas, will result in “a clean, radiant uniform that will allow the medals to shine.” The press release also stated that the uniform would “unite all athletes with new interpretations of Great Britain’s distinctive identity”.
Diver Tom Daley, who will compete in his fifth consecutive Olympic Games in Paris, gave his immediate support to the new design. “I can genuinely say that nothing compares to competing with my Team GB team, knowing that all the training I have done is geared towards hopefully winning a medal for my country,” he said. “This new kit totally encapsulates that special feeling and I can’t wait to wear it in Paris this summer.”
The kit, presented in Paris, will also use a font that has been inspired by the 1924 Games in the French capital 100 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 typeface that features “tactile graphics.”
“Embracing tradition and injecting newness, Team GB and Paralympic GB competition clothing is based on the classic British red, white and blue; integrating this iconic color combination in a simple and effortless way to connect a new generation of fans with the passion of the athlete,” Adidas stated when launching the kit.
The German sportswear brand will provide kits for 15 teams in Paris this summer and, of the British design, which was completed two years ago in consultation with Team GB, added: “A color-blocking approach means deep red accents and bright white that stands out playfully. – during movement – against a clean, dark navy base providing the perfect canvas to unite athletes of many sports.
“The look is completed by the striking white lion head graphics of the Team GB and Paralympic Games GB logos which stand proudly on the athletes’ chests as they represent this proud sporting nation.”
Livvy Breen, Paralympic medalist in sprint relay and long jump, said: “I love the new uniform, especially the pops of color and what they represent – it feels really fresh.”
British Olympian Katherine Merry, who won bronze in the 400 meters at the 2000 Sydney Olympics, told The Telegraph: “I like it, they’ve definitely gone for a classic retro look and kept things simple.
“If athletes feel good, that can only improve their thinking, but ultimately they are there to compete and the sign of good design is that you don’t notice what you’re wearing.
“I don’t actually remember the full design of the Team GB kit we wore in Sydney, but I do remember the feeling of winning a bronze medal.”
The BOA has separately collaborated with Bath-based design company Thisaway on its new fan merchandise.
Last June, flags, pennants and water bottles were thrown in a different color combination and caused criticism following outrage over the change of the St George’s Cross flag on the collar of England’s football shirt for Euro 2024.
The new flags, which have been controversially branded ‘Paris Union Jack Supporters Flag’, have sold out after going on sale in the official Team GB store for £12. The pennant, which claims to be a ‘pattern Union Jack’, costs £13 and sold out metal water bottles in the new designer colors retail for £17.50.
Hawaiian shirts, floral prints and a Union flag: Great Britain’s ceremony kit unveiled
By Jeremy Wilson
Hawaiian shirts and a four-nation floral design appear on a British Olympic uniform that includes the Union Flag for the opening and closing ceremonies in Paris this summer.
With just over 10 weeks to go until a four-hour opening ceremony scheduled along the River Seine, Team GB have revealed new Ben Sherman suits that their team will wear on the first big occasion of the Games.
For the opening ceremony, a floral motif will include a rose, thistle, daffodil and shamrock on the back of the team’s jackets in recognition of the identities and histories of each of the four nations.
Otherwise, bomber jackets have the traditional red, white and blue colors and have a union flag embroidered on the arm.
An even bolder design has been presented for the closing ceremony, which will once again include the rose, thistle, daffodil and shamrock and the letters GB, but in the multicolored style of a 1970s Hawaiian shirt.
White socks and knitted polos, featuring a Union Jack split into blue and red iterations, will also appear on a kit that includes a traditional Union flag on the bottom of chinos and the front of jackets.
Rachel Terrace, brand director at Ben Sherman, said it was a time when the nation would be “exceptionally united”.
Tim Ellerton, commercial director of Team GB, added: “We have been working closely with Ben Sherman and some of the Team GB athletes to develop the designs for the ceremonial wear over the last two years, and it is brilliant to see them brought to life with “a bright and fresh range that celebrates tradition whilst being contemporary and fun.”
Great Britain has stuck to traditional colors (and opted for a striking navy blue background) in its official Adidas uniforms which retain the traditional red, white and blue union flags. This came after a backlash early last month over the sale of Olympic merchandise to fans that were branded as ‘union jack’ flags but contained dots and scribbles, as well as a color scheme that veered towards pinks and the purple ones.
What other countries wear, including the controversial US uniform
The Nike presentation united states team olympic kit unleashed a storm of sexism with their athletics kits being criticized for leaving female athletes “exposed”. While athletes have multiple equipment options to choose from, one particular design shown on a mannequin (a leotard with a high-cut pelvic region) drew criticism. United States Track and Field said the uniforms revealed were just two of many options available, while athletes later said the image of the mannequin itself had not done the outfit justice.
Hosts France Their kit was designed by renowned artistic director Stéphane Ashpool and produced by French sportswear brand Le Coq Sportif. Ashpool’s designs pay homage to both the athletes and the vibrant city of Paris, where his creativity first flourished.
Canada have partnered with Lululemon for their Paris ensembles, featuring the nation’s instantly recognizable red and white colors, through a high-tech design that focuses on thermal comfort while paying homage to the indigenous heritage of the country.
Australia New Olympic uniforms were unveiled in Sydney in March and feature the work of Indigenous artists. Included are designs by artist and boxer Paul Fleming and Torres Strait Islander artist David Bosun. For the first time, Australian athletes will be able to wear uniforms at Olympic venues when not competing.
