The outfits at the Summer Olympics will be seen by billions worldwide and judged by legions of armchair critics, starting with the opening ceremony, meaning that, for a clothing company, having you wares worn by an Olympian is the equivalent of taking home the gold.
Team Great Britain From left, beach volleyballer Shauna Mullin, sprinter Stefanie Reid, long jumper Chris Tomlinson, sprinter Jeanette Kwakye and beach volleyballer Zara Dampney unveil Britain’s Stella McCartney for Adidas performance and village wear for the London 2012 Olympic and Paralympic Games at the Tower of London. The designs have raised quite the kerfuffle (some contemn the blue-and-white designs’ lack of red — the third color on the country’s flag). But the opening and closing ceremony formal wear, designed by Next, will remain firmly under wraps until the team steps out onto Olympic Stadium. Richard Heathcote/Getty Images Buy Photo