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London, UK (April 27, 2016) – Today, #adidas revealed the next generation, lightweight kit that the nation’s greatest #sport stars will wear as they compete at the Rio 2016 Olympic and Paralympic Games.
Designed by #adidas Creative Director #stellamccartney; the Team GB and ParalympicsGB kit is a ground-breaking range of performance wear, combining the very latest in technical innovation with her signature modern design aesthetic.
The design features a new official and totally unique British Coat of Arms that has been specially created to act as a unifying symbol across the two teams and multiple sports, contrasting a traditional icon with a 21st Century look and feel.
Commissioned by #adidas and created by The College of Arms, the new design includes references to all four home nations and has been granted to the British Olympic Association (BOA) and British Paralympic Association (BPA) for use by the governing bodies from 2016.
Alongside the coat of arms, the design features the red, blue and white colours of the Union Flag expressed through contemporary silhouettes and innovative textures, creating an imposing look that will stand out on the highest sporting stage.
Extensive consultation with athletes including 2012 Olympic and Paralympic medallists Jessica Ennis-Hill, Tom Daley and Laura Trott was a key component of the two-year creative design and testing process to ensure the kit is fit for the nation’s leading competitors.
Every element of the range features cutting-edge #adidas technology, designed and developed to ensure it performs better than ever before. A new generation of lightweight, breathable synthetic ADIZERO® fabric has been used to create outfits that are on average 10% lighter than 2012, helping athletes go further and faster.
The different garments include #adidas CLIMA® technology, specially-developed materials which conduct heat and sweat away from the body to ensure athletes stay dry, comfortable and can perform at their best. Whilst footwear for the track, road, and podium will feature the unrivalled energy return of #adidas BOOST® technology.
Leading British athletes including Ennis-Hill, Trott, Daley, Gordon Reid, Max Whitlock, and Olivia Breen attended the reveal of the #adidas Team GB and ParalympicsGB kit at the Seymour Leisure Centre in Marylebone, London on Wednesday 27th April, 2016.
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