The kit is the first example of a widespread partnership between the two bodies, with Crewroom aiming to give GB Canoeing a "vibrant makeover" to raise their profile ahead of Rio 2016.

The British team have enjoyed huge success in the sport in recent years, winning their first ever sprint canoeing gold medal at Beijing 2008 courtesy of 1,000 metres paddler Tim Brabants, followed by a second title at London 2012 for Ed McKeever over the shorter 200m distance.

Yet despite this success, in comparison with medal winners from many other sports, their profile still remains relatively low and this is something that the new kit - part of a "carnival range" with the next Olympic host city of Rio in mind - will seek to rectify.

The kit does however also have a more practical benefit having been designed especially for canoeing.

It aims to boost race performance enabling a more streamlined approach as well as providing more protection during gruelling training sessions in freezing conditions.

The Great Britain canoe and Para canoe teams pose in typical wintry conditions on the Thames



The unveiling took place here in Crewroom's part office, part workshop base on the banks of the River Thames with over 40 members of the canoe and Para-canoe teams and coaching staff crowding every inch of space as they were measured up for the new kit.

"Having more streamlined kit and all of that does help but it is more about the training than the performance," former rower Kate Giles, the founder of Crewroom, told insidethegames.

"Getting a consistent year in makes all the difference so it is about making sure you can train more and keep warm, and therefore recover quicker for the next session.

"Our unique products are designed to help them move to the next level, to give them an advantage on the world stage."

Ed McKeever celebrates after cross the finish line to win the gold medal at the London 2012 Olympic K1 200m kayak even...the new kit may inspire him to even greater heights


This was explained further by one of McKeever's medal winning teammates in Liam Heath who, along with Jonnie Schofield won a bronze medal in the K2 200m at London 2012 and followed that with a silver medal at the recent world championships in Duisberg.

The new kit could be a way to help close the gap on the formidable Russian pairing of Yury Postrigay and Alexander Dyachenko who hold both the Olympic and world titles.

"The Russian's are dominating at the moment and they are very strong competitors but we hope we are closing the gap and that is our aim anyway," Heath told insidethegames

"It's always quite nice to have a target to aim to rather than being chased.

"The kit you wear especially when competing, you have to be very confident in and comfortable in when wearing but it's almost more important for everyday things like training.

"We train in the elements and whatever the British weather throws at us - we're out there every single day.

"To maintain good blocks of training you need that to stop you getting ill - to keep our body temperatures high and to keep the training going."

The credentials of the new kit was endorsed further by Steve Harris, programme manager of the Great Britain Para-canoe team, who also explained the aim to raise the profile of his athletes.

"It has moved us on as a sport in terms of our identity and what we look like, which is great, but also technically it is spot on and cutting edge," he told insidethegames.

"The design and material is made specifically for canoeists, it meets all the requirements that we are looking for and we are really pleased.

"We are working very hard to raise our profile - our performances are on a par with that of any other sport in the world we want to give our athletes the profile they should have and are working very hard in that area."