LONDON, Jan 27, 2010 / FW/ — Entering its 26th year of partnership with the British Olympic Association (BOA), adidas unveiled yesterday the kit to be worn by Team GB at the 2010 Vancouver Olympic Winter Games.
With Team GB athletes from the sports of Bobsleigh, Skeleton and Short-Track Speed Skating including Winter Olympic hopefuls Nicola Minichiello (bobsleigh) and John Eley (short-track speed-skating) in attendance, the new kit was revealed in London’s Somerset House ice rink.
Composed of high performance competition wear, presentation suits, and village wear plus crucial accessories such as Union Jack beanie hats, the 17,000 pieces of kit
For the first time the benefits of TECHFIT PowerWEB™ will be available to all the athletes in the Team. This cutting edge adidas technology is incorporated not just in high performance bodysuits but now features in base layer apparel.
This enables athletes to regulate body temperature and still receive the benefits of compression technology. The unique TPU (Thermoplastic Polyurethane) Powerbands in TECHFIT PowerWEB™ focus muscle energy to help generate maximum explosive power, acceleration and endurance.
Nicola Minichiello, 2009 Bobsleigh World Champion, said: “Bobsleigh combines a unique blend of speed, strength, skill and sheer guts. We look at every area of our performance to see how we can improve our times on the ice and look at anything that will give us the extra edge, which is why our kit is so important”.
To celebrate the Vancouver team announcement adidas appeared to turn Somerset House itself into ice using 3D projection technology never seen before in the UK.
adidas has also created Union Jack-inspired beanie hats and gillets for fans and supporters of Team GB to buy. Also for the first time in ten years fans can purchase an official item of Team GB branded apparel – the Team GB Coach Jacket.
Available in stores now. adidas Customer Care: 0870 240 4204 or email@example.com