Rutherford, seeking to become only the fifth Briton to hold Olympic, European, Commonwealth and world titles at the same time when he competes in the long jump at the Bird’s Nest stadium, tweeted a picture of his vest, which is manufactured by Nike but carries the logo of British Athletics, rather than the national flag - with the words:

“Well this isn’t right….Where’s the Union Jack!?!? @BritAthletics (this is the kit for the worlds)”

Scotland’s 3,000 metres steeplechaser Eilish McColgan replied by saying "it looks like you're representing British Athletics instead of GB".

McColgan, 24, added: "It's unfair for athletes not supported by UK Athletics to have to wear it. It doesn't make any sense. Bring back the flag."

Rutherford agreed, and said the change was "stupid", and added: “British Athletics buy from Nike, so they make what they're asked to make. I think it's not their fault at all.”

Paralympian shot putter Sam Ruddock joined the Twitter debate by saying: "The flag says so much, to so many people, more than a brand ever could."

Rutherford responded with: "Exactly. I'm proud to be British. This is a terrible choice,” before posting the message:  “Off training. Please feel free to continue the chat and I’ll be back soon to pick up on anything I’ve missed.”

British Athletics is the brand under which UK Athletics markets the sport.

The International Association of Athletics Federations’ World Championships due to run from August  22 until 30 and Britain are sending a 63-strong team captained by European 400m champion Martyn Rooney.

Katharine Merry, Olympic 400m bronze medallist at the 2004 Athens Olympics, tweeted in response with a photograph of a British junior athlete in action last month wearing kit with a Union flag: “Flag or no flag? This was the GB Athletics kit just 4 weeks ago at Euro Juniors..#flag...I do like a flag!”

This is the second row to break out over World Championships team kit supplied by Nike this week following a dispute between the 2013 world 800m silver medallist Nick Symmonds and the United States team which has prevented him taking up his place for Beijing as winner of the national trials.

Symmonds, sponsored by Brooks Running, has refused to sign a mandatory USA Track and Field (USATF) contract that instructs athletes to wear Nike gear.

“You just can’t give a monopoly to a company and expect there to be a healthy, viable sport,” he said.

“It’s never going to change unless someone makes a stand.

"It’s unfortunate that’s going to have to be me.

“It’s unfortunate it might leave me off the team to Beijing.

"But it’s time to wrestle some of our power back from USATF, because they’ve taken a lot of it.

“If I’m not on the team, I’m going to sit down and have a chat with my lawyer.”