A project to celebrate the marriage between sports and fashion, thanks to the partnership of [red]Stella McCartney[/red] with [red]Adidas[/red]. After London experience in 2012, the icon British designer reprises her role as Creative Director of the competition uniforms for team Great Britain and its supporters, on the occasion of the [red]2016 Olympic and Paralympics Games[/red] in Rio de Janeiro. The designer worked closely with athletics and German sports brand Adidas to deliver clothes that improve athletic performances in a mix of new technologies and a modern style.

The collection is characterized by contemporary silhouettes, where a modern attitude plays a contrast with tradition. Team GB and Paralympic GB kits feature the Union Flag colours and a new official coat of arms designed by Clive Cheesman, an officer of arms at the College of Arms in London. The armorial design is also focused on unifying the athletes across all the various disciplines and includes references to all four nations of Britain.

“The goal for Rio 2016 was to rewrite the rules of performance and design for athletes, allowing them to look and feel like champions on and off the field”, said McCartney.

Each garment makes use of Adidas’ Clima technology and is on overage 10% lighter than in 2012, helping athletes go faster and further. Special fabrics have been employed to conduct heat and sweat away from the body.

The kits were unveiled at an event at London’s Seymour Leisure Centre attended by athletes including Jessica Ennis-Hill, Jodie Williams and Tom Daley.