(ATR) British athletes claim the stylish design of their Olympic uniforms can help improve performance in London.
Team GB unveiled their Olympic kit in London on Thursday atthe Tower of London, featuring a bevy of the biggest names in British Olympic and Paralympic sport.
Poster girl of the London Olympics Jessica Ennis led the reveal of the kit, designed by acclaimed British fashionista Stella McCartney – daughter of Sir Paul.
Ultimately the focus is on the performance of Team GB this summer, but McCartney says her design could actually help with the medal push.
"Athletes told me that if they look good, that can actually boost their performance."
One man certainly hoping for a boost in performance is Team GB chef de mission Andy Hunt.
"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 athletes from our greatest team," he said.
"Performance is our number one priority and the superb combination of adidas and Stella is sure to impact positively onTeam GB."
The main design of the kit focuses on the UK Union flag and uses bold blue, no doubt to make it stand out in front of the home crowd.
Triple jumper Philips Idowu was particularly enthusiastic about the kit he showed off to journalists at the Tower.
"Looking good is psychologically important but my sprint suit is also technically advanced, so notonly do I look good but I also have confidence in the technology in the kit," he said.
However, British heptathlete Kelly Sotherton dismissed the focus being on the design and insisted she just cared about competing in London wearing whatever.
"I don't care what the kit looks like as long as I get the chance to actually compete in it!" she tweeted.
"If its a binbag then I'll wear it! As long as I'm there, that's what truly matters!"
The kit is manufactured by adidas, who has been involved with the Olympic and Paralympic Games since 1928.
"We think what we’re kitting out is the best-equipped team in British Olympic history," Nick Craggs, marketing director of adidas UK, tells Around the Rings.
"With a perfect fusion of performance with all the technologies we put in the kit and also the style that Stella’s design brings to it."
Craggs added that replica kits would be available to the public but only from select sports.
With reporting in London from Christian Radnedge.
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