Team GB athletes will wear the traditional Union Jack on their kit at this summer’s Olympics – despite the row over the redesigned ‘flag’ used on selected merchandise.
Following a rebranding exercise last year, Team GB have launched a range of products on their online shop in which the Union Jack has been altered using different shades of red, white and blue, along with a series of patterns.
Bath-based agency Thisaway, who came up with the concept, said they wanted to ‘find a way of refreshing Team GB’s colour palette’ because it was ‘far from unique’, prompting a backlash from politicians and the public.
However, Team GB insist the new pink and purple design will not feature on their kit for Paris 2024, which was made two years ago and will be launched later this month.
A spokesperson told Mail Sport: ‘All Team GB athletes will wear the Union Jack as normal in Paris.’
Team GB’s rebrand of the Union Jack colours, opting for pink and purple, has faced a backlash
The new Team GB Union Jack branding which features pink and purple colours on the flag
The Team GB flag furore comes just a fortnight after the backlash over the new Nike England football shirt, which changed the colour of the red St George’s Cross on the back of the collar.
However, sources insist the adidas Olympic kit is unlikely to prompt further controversy, unlike the London 2012 sportswear, when designer Stella McCartney took out the red in a deconstructed Union flag.
The launch of the official Paris 2024 kit should help diffuse a row which has erupted this week despite Team GB launching their rebrand last June.
Explaining the concept at the time, Thisaway said: ‘Obviously red, white and blue is synonymous with Great Britain, but it’s far from unique, with other competing nations such as France and USA also sporting the same colours.
‘We needed to find a way of refreshing Team GB’s colour palette in a way that is both flexible and ownable.
‘Rather than trying to look beyond the traditional colours, we decided to embrace them and push the iconic red white and blue as far as we could.
‘The result is a vibrant and varied colour palette that has the versatility to be restrained and traditional in one breath, and bold and contemporary in the next.’
A Team GB water bottle featuring the new Union Jack rebrand ahead of the Paris Olympics
The new rebrand is featured on flags, bunting and t-shirts available to purchase on the website
The FA and Nike defended changes to the St George’s Cross on the England shirt last month
Team GB are selling ‘supporters flags’ with the new colour scheme for £12 on their online shop, as well as bunting for £13.
The design is also available on other merchandise including T-shirts, towels and bottles.
Nigel Farage, the former UKIP leader, said: ‘This is a step too far. Total woke madness that must be reversed.’
Former England goalkeeper Peter Shilton, the country’s most-capped player, added: ‘It feels that nothing is held sacred these days in the UK. Our national flag has been symbolic for many years and should never be changed.’