The new Team GB kit for the Paris 2024 Olympics, designed by Adidas, features a modern twist on traditional Union Jack colours and has been tailored with athlete comfort and performance in mind.
Team GB has revealed its new kit for the upcoming Paris 2024 Olympics, designed by Adidas, featuring traditional Union Jack colors with a modern twist. The design, inspired by the 1924 Paris Games, combines red, white, and blue, along with white lion head graphics. This classic yet contemporary look has received endorsements from notable British athletes, including gymnast Max Whitlock and diver Tom Daley, who both modeled the kit during its unveiling.
In contrast to the kit controversy faced by other teams, such as the initial criticism of Nike’s Team USA uniforms for their revealing design which was later resolved, Team GB’s approach focused on tradition and athlete comfort. The Adidas design team emphasized functionality to minimize distractions during competition, integrating feedback from athletes into the final product.
The kit features adaptations for both Olympic and Paralympic athletes, incorporating accessible designs. This launch follows a cautious approach by the British Olympic Association after recent criticism over alternative Union Jack merchandise. The new uniforms aim to evoke national pride and focus on performance, eschewing previous criticisms for generic or overly stylized designs. As Team GB athletes prepare for the Olympics, the new kit is set to be a symbolic part of their journey at the Paris Games.
