- Published on Tuesday, May 08 2012
- Written by Anysha Panesar
Olympic fever is hitting new heights, and it is little wonder that designers worldwide are clamoring to outfit their national athletes for maximum promotion for their designs. The UK and US have already released the designs their teams will wear from designers Stella McCartney and Ralph Lauren, respectively, but what about other countries that are taking part?
Canada has just released its team apparel (pictured above), created by The Hudson Bay Company’s team of innovative designers, including Chantel Burton. The inspiration for the Olympic 2012 collection was to represent the great outdoors and summer in Canada. Jamaica has also just unveiled its team wear for London 2012 – brand Puma has engaged Bob Marley’s fashion designer daughter Cedella to design for the entire Olympic team, including the world’s fastest man, Usain Bolt. Her designs have taken inspiration from the vibrant colors and patterns of Jamaica, as well as from the country’s African roots.
Not to be out done, the African nations have also jumped on the promotional bandwagon, with Tebo Couture winning the contract to design the Botswana Olympic Team wear for London 2012.
The Italians are hoping to reign supreme in the fashion stakes, if not on the track, by engaging world-renowned designer Giorgio Armani to design the official Italian Olympic Team Apparel for London 2012. The Italian outfits haven't been released yet, but Armani is always a master of hype and launched his latest ad campaign -- featuring eight Olympic athletes from various countries in Armani gear -- barely a minute before Stella unveiled her collection for the UK. He's also diversified his collection beyond mere sportswear, releasing the Team Italia Armani watch, a sophisticated beauty in steel and the Italian colors, in honor of his country's team.
With an estimated global audience of 4 billion people watching the opening ceremony of the Olympics, and fans encouraged to buy related products, these designers are all set to be in the running for the medals for best promotional opportunity ever!
- Anysha Panesar, YH Staff