Of all the design milestones in the run up to this summer’s Olympic Games, the unveiling of the athletes’ kit must rank among the frontrunners. Adidas worked with Stella McCartney to create the uniforms, on which the Union Jack is deconstructed, with the red largely removed. A host of medal hopefuls were on hand for today’s launch at the Tower of London and the kits are now sure to join the BaberOsgerby Olympic Torch, Anish Kapoor’s public sculpture, Wolff Olins’ logos and the Olympic Park architecture as hot topics of public debate.
“The first place to start on a project like this is to look at the Union flag," stella McCartney said. "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.”
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Rob Alderson is a freelance writer, editor and strategist. He was previously editor-in-chief of It’s Nice That and WePresent, and editor of Design Week. He publishes the newsletter Undo, which tries to make sense of how AI is changing design work, the design process and the design industry.