Thursday 24th June 2004.
From Rebecca Caroe at the launch of the new British Olympic team-wear 2004
Choosing an outfitter for your sports team is fraught with danger and attitude. It warrants about as much public interest as when British Airways announces a change to the air hostesses hat design. However yesterday's unveiling of the British Olympic "Team Gear" by the BOA and Roots the Canadian retailer shows how far we as a nation have come since Sydney Olympics in 2000. Then, we paraded our team in formal blazers and boaters, this year it's a retro 1950s basketball team-style strip with a few added extras (like a hat). Very casual, slightly down-market, very wearable.... but is it what the Great British Public Expects?
The kit is strongly red white and blue with the words "Great Britain" embroidered in a handwriting script throughout. It comprises a range of shirts, track pants, gilets, and even an 'ecru' [note not white or cream] blazer style jacket ..... made from tracksuiting fabric. It is smart, it is co-ordinated and the hat has to be seen to be believed. Think 1970s golfer (Niklaus) meets Northern flat tweed cap in navy blue with red, white and blue ribbing round the back. It looked best when the model turned it back to front.
The sad fact is that Roots have also been hired by the USA, Canada and the Barbados Olympic teams to design their uniforms. They have successfully sold all four nations the same designs, but in different colourways and country-specific logo motifs. And sadly, Canada comes off best - their strong red colour and maple leaf is just an unbeatable brand design.
The BOA is hoping that "The public can now show their support for and pride in their British Olympians by wearing pieces from the Collection". Overall, I'd wear the t shirts, or maybe a singlet, but frankly, unless you're under 25 and into night clubbing....
I just can't see the Thames Rowing Club veteran squad splashing out on this.
See for yourself at the Roots site.