Special Report
sustainable materials or if ethical labour practices were followed during its production.
This transparency encourages brands to adhere to higher environmental and social standards, fostering a culture of accountability and sustainability within the industry. Moreover, by ensuring the authenticity of products, these technologies help reduce the demand for counterfeit goods, which often involve unsustainable and unethical practices.
Celebrating national pride with confidence
Supporters deserve to celebrate their national pride with confi dence, knowing
adidas Team Kit Launch, Paris 2024
that their Olympic merch is genuine and ethically produced. Countries like the United States, with its iconic Team USA gear, or Japan with its distinctive styling, invest heavily in creating collections that symbolise their heritage and aspirations. Protecting these symbols through advanced technologies is key to preserving their value. As Paris 2024 confi rmed, authentic, Olympic-branded clothing plays a crucial role in enhancing the spectator experience. Wearing genuine merchandise allows fans to feel more connected to the event, celebrating their support with pride.
As organisers begin the mammoth
task of planning for ‘LA28,’ the hope is that a more trustworthy marketplace can evolve to support the next Games. The fi ght against counterfeit Olympics merchandise is crucial not only for protecting the integrity of the brand but also for ensuring that fans receive genuine, high-quality products. By embracing advanced technologies such as scannable smart labels and blockchain verifi cation, we can create a secure and reliable system for authentic merchandise. This will allow sports fans to focus on the thrill of the competition with peace of mind, knowing that their purchases are legitimate and that they are truly part of the Olympic spirit.
The design of Team GB
Adidas unveiled the offi cial Team GB teamwear kit to the world on April 18.
According to Team GB, the typeface across the front of the collection takes inspiration from that worn by athletes in 1924, celebrating 100 years of British sporting heritage. Additionally, within the typeface, horizontal and vertical lines are used to convey the undulating movement of fi re, with a glowing outline making the text pop as athletes take to the fi eld of competition.
A colour blocking approach means
fi ery red and brilliant white accents stand out against a clean, dark navy base.
Alongside the goal of supporting the athlete to perform at their best when the pressure builds, these collections seek to connect them to their home nations, their individual national identities
– Jacqueline King, design director,
Team GB teamwear was unveiled April 18
www.printwearandpromotion.co.uk The uniform takes a colour blocking approach specialist sports, adidas September 2024 |41 |
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