[STYLE] ADIDAS X LABRUM UNVEIL OFFICIAL SIERRA LEONE OLYMPIC KIT FOR PARIS 2024

Today adidas has unveiled the official team kit for the National Olympic Committee of Sierra Leone, ahead of the Paris 2024 Olympic Games this summer. Designed in collaboration with long-term partner Labrum London, the collection includes products for athletes to wear in the Olympic Village, on the podium and on the field of play.

Designed by Labrum Founder and proud Sierra Leonean, Foday Dumbuya, the collection features iconography that reflects Dumbuya’s heritage, elevating the design beyond traditional sportswear. 

The kit features a vibrant blue and white design emblazoned with a reimagined cowrie shell. The shell, once a coveted currency symbolising wealth and prestige in African history, has transcended time to become an emblem of strength and resilience. This infuses each garment with a deep sense of heritage and pride, whilst paying homage to their stories of perseverance, strength and resilience to succeed in this year’s games.

To complete the look, adidas has adorned the kit with a white typeface that sits proudly against the bold backdrop and stands out against the curves and twists of the cowrie shell and alongside the adidas logo and Sierra Leonean flag. Beyond competition wear, the blue and white colourway ensures the athletes feel connected from pitch to podium.

The fourth collaborative collection from the adidas by Labrum partnership continues to work on the brands’ community-focused mission, whilst  embracing Sierra Leonean athletes’ stories. adidas and Labrum’s Paris Olympic kit collection aims to embody each athlete to truly immerse themselves in their experience in sport.

Speaking on the launch of the new kit, founder of Labrum, Foday Dumbuya said: 

“Our Olympic team kit design is more than just sportswear; it embodies the spirit of triumph and resilience. Inspired by the captivating journey of Sierra Leonean athletes who have conquered adversity and inspired the next generation, this collection pays homage to their incredible stories of perseverance and success. Teaming up with adidas, we have crafted a uniform that not only embodies the hopes and dreams of these athletes but also serves as a beacon of joy and unity as they compete on the world stage.”

Chris Walsh, Vice President of Brand adidas North Europe said: “Our continued partnership with Labrum London has gone to a new level with the design of the Sierra Leone team kit for the 2024 Olympic Games. Our goal is to support all athletes to perform at their best on the biggest stage, creating adidas products that perform in elite sporting conditions, but that also connect them to their home nation and reflect the fire of passion that burns within them. We look forward to seeing the athletes from Sierra Leone wearing the unique kit designs in Paris.”