Case studies › Powerade
Several thousand printed garments for Powerade at the London 2012 Olympics
Powerade sponsored the London 2012 Olympics. Its agency Havas Media needed several thousand garments printed for the staff, coaches and athletes of the Powerade Sports Academy, hoodies, rain jackets and polos among them, and supplied the stock itself, all Adidas.
The brief
The range was wide: black and white polo shirts, T-shirts, rain jackets, hoodies, shorts, tracksuit bottoms and leggings, each printed with the Powerade Sports Academy logo. To tie the clothing to the Games, the garments also carried the slogan ‘Powerade – Hydrating the 2012 Olympic Athletes’.
Havas supplied its own Adidas-branded sportswear, so the first job was to assess the fabrics and decide which print method would work on each of them.
What we did
Few colours, several thousand garments: the body of the work was screen printed. Havas specified a number of print positions: front, back, right and left breast, and the collar.
Collars are the exception. As our director Gavin Drake put it at the time, printing on collars with screen printing does not always give a high-quality result, so for that position we used transfer printing instead.
The result
The garments were worn at Sports Academy events attended by athletes including Ian Thorpe, Brent Hayden, Mitchell Watt and Sergei Bubka, held at the Olympic Park, at Chelsea FC and at other locations around London.
At a glance
- Product
Polos, T-shirts, rain jackets, hoodies, shorts, tracksuit bottoms, leggings: several thousand garments - Technique
Screen printing; transfer printing on collars - Print positions
Front, back, left and right breast, collar - Sector
Agency, for a sponsor at a sporting event - Where and when
London 2012 Olympics
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