Team GB have revealed a range of Olympic kits for Paris that should pacify traditionalists featuring Union Jacks.
A storm was stoked by some politicians and media pundits earlier this month when Team GB merchandise that had been on sale for months was criticised for adjusting the red, white and blue of the flag.
That followed a row over the England football kit in March when Nike revealed it had altered the traditional red St George’s Cross on the back of the shirt’s collar, introducing purple and blue stripes.
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But this Paris 2024 kit – designed by Adidas before the inflated outcry over designs – goes back to basics with simple designs it says is “embracing tradition”.
The Union Jack features on the sleeves of some parts of the kit – while other variations of the uniform are red, white or blue with “Great Britain” emblazoned across them. It is also used by ParalympicsGB.
Unlike previous Team GB kits, this version is not heavy on graphics or deconstructions of the flag.
“Just to put the traditionalists’ minds at rest, we have got the Union Jack and we are very patriotic because we’re a brand that represents the country. The branding, though, is exciting, it’s vibrant,” British Olympic Association chief executive Andy Anson told Sky News.
He added: “We’re very patriotic and we’ve got the flag on every item of performance.”
The designs were being revealed for the first time in Paris on Thursday – 99 days before the Olympics opening ceremony.
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Adidas said the “competition wear builds around the classic British red, white and blue; integrating this iconic colourway in an effortlessly simple way to connect to a new generation of fans to the passion of the athlete”.
The German company called it a “design DNA that celebrates the unique aspects of Great Britain, while encapsulating the fire of passion that burns within every athlete”.
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Diver Tom Daley is preparing for Paris after winning gold at his fourth Olympics in Tokyo three years ago.
He said: “Nothing compares to competing in my Team GB kit, knowing that all the training I’ve done is gearing towards hopefully winning a medal for my country. This new kit totally sums up that special feeling.”
