Adidas unveils Team GB kit with Icon

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Icon worked closely with adidas to deliver the launch of Team GB’s athletes’ kit for the forthcoming London 2012 Olympic and Paralympic Games. Team GB athletes including Jessica Ennis and Phillips Idowu showcased the Stella McCartney-designed kit in a purpose-built arena within the grounds of the Tower of London.

The launch featured state of the art, laser mapped projection bringing the stage set to life, including video content featuring some of the athletes, alongside dramatic on stage performances.

Icon constructed a temporary structure in the grounds of the tower, which had a seating capacity of 250. In addition, a 12-metre catwalk allowed the kit to be modeled to the assembled media. Throughout the build process, the tower remained open to the public and no work on the installation was allowed after 9pm.

Richard Dale, managing director, of Icon’s event production division, explained: “Having access to such a legendary venue was a fantastic starting point for this national launch event, but also presented its own challenge.  We wanted to be sure to combine the impact of this world famous site with the latest technology for sound and lighting to produce an event that would enhance the inevitable excitement that surrounds the unveiling of Team GB’s kit for the forthcoming Games.

“Having already worked with adidas on its Tier One Olympic sponsorship announcement, its launch of the Winter Olympics kit at Somerset House and the more recent internal launch event of the kit available for retail to the public, we had a good understanding of the type of event and the feeling that they wanted to generate.”

After the launch event, guests and media were able to meet the athletes and also see the kits displayed in a bespoke showcase event held adjacent to the main press launch structure. Stella McCartney held a series of smaller workshops with the journalists to explain in detail her design inputs into the whole range of over 600 items of Olympic clothing.