Created by acclaimed British designer Stella McCartney (pictured centre), who was appointed by adidas as creative director for the project, the kit has been manufactured to combine style with performance.

McCartney was on hand here at the unveiling to watch as over 30 of Britain's top London 2012 medal prospects, including triple jumper Phillips Idowu (pictured left) and heptathlete Jessica Ennis (right), took to the catwalk to show off the competition kit, training wear, the presentation suit, footwear and accessories.

McCartney revealed that the kit, which features red shoes, was inspired by the Union flag.

"The first place to start on a project like this is to look at the Union flag," explained the 40-year-old daughter of legendary former Beatles member Sir Paul McCartney and late animal rights activist Linda McCartney.

"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."


She continued that the kit is designed to combine the best in performance technologies and stand-out British style.

"You have to make the athletes feel like they are in the height of their performance," McCartney said.

"That they are wearing technical gear that is absolutely going to shave off the tiniest part of a second.

"Talking to the athletes, something that came across early on was that they want to feel like they are a team and they want to look like they are a team and there is such power in that.

"You shouldn't have to sacrifice style for sport."

Idowu, the Beijing 2008 Olympic silver medallist, said that he is delighted with how the kit has turned out and said that it will help give Britain's top athletes a psychological edge at London 2012.

"All eyes will be watching London 2012 so every little detail matters," Idowu said.

"I love what Stella has done with the design.

"Looking good is psychologically important but my sprint suit is also technically advanced, so not only do I look good but I also have confidence in the technology in the kit."


Everton midfielder Jack Rodwell (pictured) has already modelled the Team GB football kit, increasing speculation that the 21-year-old Englishman will compete in the first British Olympic football team in over 50 years.

Official Sportswear Provider adidas are now set to supply over 900 British athletes across the 26 Olympic and 20 Paralympic sports with a total of approximately 175,000 items of clothing.

This is made up of 590 individual articles that have been created to ensure the British team will be the best equipped nation for the Games.

"All eyes will be on the British athletes when they take the stage at the Games so we wanted to ensure that they would be the best equipped team through a combination of leading technologies including PowerWeb and ClimaCool and a unified and striking team identity," said Nick Craggs, UK marketing director of adidas.

The design process has also involved input from the British Olympic Association (BOA) and the British Paralympic Association (BPA) and both have said that they are delighted with the result.


"This partnership has brought together the best in performance technology through adidas, the best in British design and creativity with Stella McCartney and the best in British sport with our greatest team," said BOA chief executive Andy Hunt.

Tim Hollingsworth, the chief executive of the BPA, added: "A home Games will be an incredible experience for Britain's Paralympic athletes.

"It is something that they have been working towards for most of their lives so they want to know that they have the kit that enables them to perform at their best.

"The fact that it is also stylish is definitely a bonus and will ensure they stand out."

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