adidas appoints British fashion icon for London 2012

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adidas appoints British fashion icon for London 2012

By: Jeff James

Listed Under: Top Story

Published: Wednesday, July 14, 2010

adidas, Official Sportswear Partner of the London 2012 Olympic and Paralympic Games, has appointed British fashion designer Stella McCartney as creative director for its Team GB ranges to oversee the design of both athlete kit and fan wear for the brand.

For the first time in the history of the summer Games, the deal will see a top fashion designer work with a leading sports brand to design competition wear for both the national Olympic and Paralympic Teams.

On her new role, McCartney commented: “As a British fashion designer it is an amazing, once in a lifetime opportunity to be creative director of Team GB as the hosting nation of the London 2012 Olympic Games."

Nick Craggs, marketing director for adidas UK, says: “adidas is bringing together the best British athletes performing at the Olympic and Paralympic Games with the best British designer, and we are thrilled to have someone of Stella’s stature working with us in the run up to London 2012.

“This is the ultimate fusion of performance and style and we are delighted to further our relationship with Stella in this way.”

Victoria Pendleton, British Olympic and world champion track cyclist, says: “I’m a massive fan of Stella McCartney, and with London hosting the Olympic Games it is really important as the host nation to set the standards. To have a British designer inputting into the British kit is going to be very special.”

Andy Hunt, chief executive officer of the British Olympic Association, adds: "This apparel line provides an exciting opportunity for fans to connect with Team GB and show their pride and support for the athletes who will represent our nation during the 2012 Games.

“This partnership brings together the best in British design and creativity with Stella, the best in British sport through Team GB, and the best in performance technology through adidas.

“We know that how an athlete looks and feels in their kit gives them a psychological advantage when competing, and we are delighted that adidas has brought Stella onboard."

Phil Lane, chief executive officer of the British Paralympic Association, says: “A home games will be an amazing experience for Britain's Paralympic athletes, so it is fitting that a top British designer like Stella McCartney is involved in the creation of the kit that the team will proudly wear in front of our home fans.”