Adidas has collaborated with Stella McCartney to unveil the official British national team uniforms for the 2016 Rio de Janeiro Olympic and Paralympic Games. This marks the second time, following the 2012 London Olympics, that the brand has collaborated with them. The two new uniforms, "Team GB" and "Paralympics," feature a unique British crest, specially designed to symbolize the unity of the Olympic and Paralympic Games and various sports, showcasing a traditional icon with a 21st-century look and feel. The crest, along with the red, blue, and white colors of the Union Flag, complement modern silhouettes and innovative materials to enhance the pinnacle of sporting excellence. Every element of the uniform features Adidas' cutting-edge technology, designed and engineered to ensure even better performance. A new generation of lightweight, breathable synthetic fabrics are used in the outfits, making them an average of 10% lighter than in 2012. The kit's design and production testing process took two years and involved 2012 Olympic and Paralympic medalists, including Jessica Ennis-Hill, Tom Daley, and Laura Trott.

Creative Director Stella McCartney commented, "The contrast between British tradition and modern attitude is the inspiration for the design. The new coat of arms, specially licensed for this project, and the traditional colours of the Union Flag, combined with bold textures and modern silhouettes, enhance the identity and cohesion of the athletes as a team."