Posts Tagged ‘Olympics’

Advertorial, Shoes, Sport

Gold Medal Style Winners: a look back at the standout style moments of the London 2012 Olympics

By shinychris on September 24th, 2012

Sponsored post

London’s always been an edgy trendsetter, and this summer it showed that sport can be just as sexy as the catwalk, thanks to some standout style stars on the track. Kate Moss, Naomi Campbell and Karen Elson may have strutted their stuff in Alexander McQueen to close the games, but when it comes to memorable fashion moments, this year’s gold medals go to these guys.

Mo Farah

Britain’s golden boy of the track and field, Mo became a double Olympic champion at the 2012 Olympic Games, taking gold in both the 5,000 and 10,000 metres in breathtaking style. And as well as his eye catching smile as he crossed the finish line, Mo grabbed our attention with his custom-designed Nike Zoom Victory Elite neon-yellow spikes. He wasn’t the only one to step into the in-your-face trainers; in fact, more than 400 athletes wore bright yellow sneakers from the specially created Nike Volt range over the course of the games. The reason? Their high tech Flywire technology forms an ultra-lightweight upper, woven using featherweight single thread, to create a sock-like fit. Not to mention the gleaming, golden spike plate that helped 25 of the Nike wearers win gold for real.

Usain Bolt

The fastest man on the planet looked slick in his custom-designed Puma tracksuit pre-race. Draped in black from head to toe, hood up, and with plenty of attitude, Usain looked like a winner from the start. The Jamaican kit was designed especially for the games by Cedella Marley, daughter of reggae legend Bob. Featuring slogans like ‘Positive Vibrations’, and pictures of her father on some of the track jackets, she said that she’d been inspired by her dad’s style, and wanted to merge the worlds of Jamaican music and sport with her kit design. It certainly inspired the Lightning Bolt, who went on to create a new Olympic 100m record, and take home the gold in both the 100m and 200m finals.

Sanya Richards-Ross

American 400m gold medallist Sanya Richards-Ross caused a stir on the track with her imposing, feminine look. While most female athletes choose to tie their hair back, she braided just the front, leaving her tousled curls to hang loose down her back. Brushing back her hair, she revealed a pair of blingin’ Chanel earrings too. Teamed with her Nike athletic sleeves – designed to emphasise her muscular arms and shoulders, as Sanya stepped out onto the track she ensured that all eyes were on her – and an instant threat to her competitors before she’d got off the starting block.

Yohan Blake

Another trendsetter from the Jamaican team, Yohan turned heads and caused a little controversy with his OTT accessorising at the games. Violating the strict Olympic clothing regulations, which state that athletes are only allowed to wear apparel that is sponsored by their country, he flouted the rulebook and wore an eyepopping yellow watch during the 100m final. Custom-made for Yohan by designer Richard Mille, this bit of bling was impossible to miss, and cost an eyewatering $500,000 too.



Sport, Sports, Sportswear

LONDON 2012: Talking Adidas cycling sportswear with Victoria Pendleton of Team GB

By Gerald Lynch on August 2nd, 2012

Team GB have already picked up one London 2012 cycling gold medal thanks to Bradley Wiggins’ dominating performance in the time trials yesterday. This week sees the doors to the velodrome open, where Team GB’s Victoria Pendleton is well placed to grab another top podium place. We caught up with her last week to discuss the new sportswear innovations from Adidas that are driving here and the rest of the Great Britain cycling team forward.

When it comes to Great Britain’s gold medal chances at the London 2012 Olympic Games, Victoria Pendleton is a name that springs straight to mind. At the peak of her career, she’s cycling’s golden girl. Winning gold at the Beijing Olympics and coming off the back of great successes at the World Championships, her rivalry with fellow cycling sprinter Anna Meares of Australia promises to deliver some of the most nail-biting action of the games.

Looking for every advantage they can get out on the velodrome, Pendleton and the rest of the Team GB cycling team (including Chris Hoy, Laura Trott and Geraint Thomas) will be using a unique training aid – Adidas “Adipower” trousers.

Dubbed the “Hotpants”, the custom-fitted trousers are battery powered and are designed to be worn after an athlete’s warm-up. Heated filaments in the trousers direct heat to the core muscle groups in the legs, maintaining an ideal 38C temperature, meaning that Team GB’s legs should be limber before each event even if they’ve had a lengthy wait between their warm up session and the competitive races. There are even quick-release zips, letting the athletes get the Adipower kit on and off in seconds.
victoria-pendleton.jpg“We’ve had them for a couple of months now,” Pendleton explained to Tech Digest.

“They’re really easy to use and heat up almost instantaneously; you can really feel the temperature going up on your quads and hamstrings. For me as a sprinter, I have lots and lots of short events that are spread out over a day so it’s essential my muscles maintain their temperature after warm up.

“In cycling we talk about ‘marginal gains’ all the time; we’re training to the best of our abilities and have so many experts working with us. You want to make sure every detail is taken care of, and that we have every advantage possible. These trousers are another example of how Team GB is achieving that.”

Designed over the course of four years with input from Team GB and other top cyclists from across the globe, Adidas’s innovation spokesperson Udo Mueller stated that the Adipower trousers were exploring an area where few other sportswear manufacturers were venturing:

“There is a clear lack of garments being made where we do nothing illegal to push athletes to do their best. There’s a marginal gain to be made by using these ‘hotpants’ and we have to capitalise upon it. We did the same within the new swimming regulations and created a swimsuit lighter and faster than ever before. These new innovations should encourage and inspire other countries in the long haul to take advantage of that.”
chris-hoy-hot-pants.jpgAnd what of Pendleton’s chances against Meares? Will the “hotpants” give her the edge she needs to grab the gold?

“Anna and I are both competitive, determined, tenacious individuals. People who know us say we’re quite similar in character, and I’d expect that from someone of the same sport as me.

“I have huge respect for Anna Meares and I know she has a lot for me too. We’re just both hugely competitive individuals, and our form has converged at the same time.

“When it’s all over we’ll probably have a sit down and have a good laugh over all the hoohah we’ve read in press about each other over the last ten years!”

But the time for friendship comes later. For the rest of these games at least, we hope Pendleton remains fired up by the rivalry that could lead to one of Great Britain’s key gold medal wins.




©2012 Shiny Digital Privacy Policy
-->