adidas backs Australia

Sport Business News

adidas and the Australian Olympic Committee were joined by several outstanding athletes including Sally Pearson, Mitchell Watt, Craig Mottram, Jess Schipper, Bronte Campbell, Henry Frayne, Cate Campbell, Jenna O'Hea and Natalie Cook in late March 2012 to unveil the lightest and fastest team uniform ever worn by the Australian team.

The Australian team will be faster, stronger and cooler than ever before at London 2012 thanks to adidas technologies, enhanced and adapted for this summers Games. These include the advanced adidas TECHFIT PowerWEB and ClimaCoolTM technologies, which will work to improve the performance of all the athletes no matter the sport they are competing in. Australian athletes will be faster than ever before, competing in footwear that is on average 25% lighter than in Beijing thanks to adidas adizero concept, based on Adi Dasslers belief that Light equals Fast. Using traditional hand–crafted techniques and acute attention to detail to create the lightest possible running footwear, the adizero philosophy has been incorporated throughout the range of Olympic footwear. Sport specific uniforms, such as those from sports such as athletics, boxing, rowing and weightlifting have been fitted with adidas TECHFIT PowerWEB technology and are designed to make athletes stronger than ever. The compression suits will feature Thermoplastic Polyurethane (TPU) material designed to mirror the movement of the muscle to generate maximum explosive power, acceleration and endurance. adidas has incorporated its state of the art ClimaCool technology in all key apparel which works to help athletes stay cooler in their uniforms by using heat and ventilation zones, moisture management fabrics and conductive fibres to draw heat away from the body. Speaking about the new adidas uniforms, World Champion 100m hurdler, Sally Pearson said: In the Olympic games every tenth of a second counts so I feel confident knowing my sprint suit and spikes have been designed with world leading technology to give me the edge I need over my competitors. adidas Australia Head of Sports Marketing, Cam Baranski said: Our athletes will be representing the nation in front of a global audience so we wanted to ensure they are the best equipped team through a combination of leading technologies, including TECHFIT, PowerWEB, and ClimaCool. We are proud to be outfitting the Australian Team with cutting edge technology and we wish them the best of luck for the 2012 London Olympics. Beyond the technological benefits of the London 2012 range, Australian athletes will look the part as they take the stage thanks to adidas country DNA project. This DNA design thread was established to create an innovative and visual identity that best captured and celebrated Australias personality and then incorporated throughout selected items within the range, with design elements and motifs placed according to the motion of the athlete in their discipline. The Kangaroo was chosen as a motif for the Country DNA because of its meaning and value to the nation. The adidas London Olympic programme began over 18 months ago and comprises over 80, 000 items of apparel and footwear. adidas will outfit close to 800 Australian athletes and officials, ranging in sizes from 4 Extra Small to 4 Extra Large. Chef de mission of the 2012 Australian Olympic Team, Nick Green said: The AOC and adidas have enjoyed a great association over the years. Our athletes will not only look the part in adidas they will also feel confident knowing they are wearing uniforms created using the latest technology available around the globe.

Additional information