Today, adidas and Team GB have announced an extension which will see one of world sport’s longest partnerships continue until 2032. Having begun at the Los Angeles Olympic Games in 1984, the long-standing relationship enters its 40th year in 2024, remaining the British Olympic Association’s longest serving domestic partnership.
This latest extension will see adidas equip Team GB athletes for both Los Angeles 2028 and Brisbane 2032, as well the two upcoming Olympic Winter Games in 2026 and 2030.
Through this deal, adidas will supply all Team GB athletes with competition wear across 36 Olympic summer sports and 16 Olympic winter sports. Athletes will also sport village and podium wear off the field of play during Games-time, as well as the various international youth events where Team GB are represented.
Announced ahead of the 2024 Olympic Games in Paris, Team GB will wear kit inspired by the competitive fire which burns within every athlete. Built around the iconic British red, white and blue, the kit also carries a typeface across the front of the collection, which takes inspiration from a typeface worn by athletes in 1924, celebrating 100 years of sporting heritage.
Kathryn Swarbrick, Senior Vice President of adidas Northern Europe said: “We’re proud to announce the extension of our longstanding partnership with Team GB. Our 40-year collaboration shows the two brands’ commitment to elite performance and style. This relationship has produced some of the most memorable sporting moments and designs in Olympic history. On the eve of this year’s Games, adidas looks forward to seeing the 2024 collection come to life, inspired by the fiery competitiveness within all athletes, on display in Paris.”
Andy Anson, CEO of the British Olympic Association said: “Our adidas relationship has become synonymous with our Olympic team, with over 40 years of iconic moments taking place since adidas and Team GB first partnered in 1984. Through unique design partners within adidas’ network, such as Stella McCartney, Team GB’s kit has remained on the cutting edge throughout the lifetime of this partnership. We look forward to seeing some of the world’s elite athletes compete on the greatest stage wearing adidas and Team GB uniform for years to come.”
For more information on the adidas Team GB kits for 2024, visit: adidas.co.uk/sports_events_2024.
