100 days until Rio Olympics: Team GB kit launch and more brand and PR activity

Teams, sponsors and brands took the opportunity on Wednesday (27 April) to build anticipation ahead of the Rio 2016 Olympics, which is set to kick off in 100 days' time on 5 August.

Team GB kit launch

Team GB revealed the official kit for the Rio 2016 Olympic and Paralympic Games. Designed by Stella McCartney and created by Adidas, the kit was modelled by some of the star athletes in the team including Jessica Ennis-Hill and Tom Daley, with a number of media live-blogging the late morning launch. It includes a modified British coat of arms incorporated into the design.

Rio 2016

To mark the 100-day milestone, the organisers of the Games posted several articles on its website and released these to media. This included announcing that Wednesday was the final leg of the Olympic torch relay’s trip through Greece, the nation that gave the Olympics to the world, and encouraging fans to follow the torch’s progress on Twitter.

Rio 2016 also released a video on its Facebook and YouTube pages to mark 100 days to go.

Official sponsors

A number of the 12 top tier sponsors of the Olympics (which include Coca-Cola, Visa and Samsung) tied activity into the date.

Other kit launches

The US Olympic team's kit, designed by Ralph Lauren, was also due to launch live on TV today, although neighbour Canada had already unveiled its apparel two weeks earlier.

Kellogg's new campaign

Earlier today, official Team GB sponsor Kellogg's launched an eight-month campaign working in conjunction with Taylor Herring, as reported by PRWeek.

The Royal Mint

The Royal Mint revealed a specially craft 50 pence piece.

Team Australia and Vegemite

Team Australia's pun-tastic sponsor got in on the act.

Big questions

The 100-day mark was also a time for serious questions to be asked about the Games. Sponsors have for some time been preparing for the worst, with delays to construction of sporting facilities and other infrastructure, the country's unstable political situation and concerns over the spread of the Zika virus.

Writing in The Guardian today, Owen Gibson said: "One thing is all but guaranteed: the Games will look fantastic on television. Rio’s natural beauty and the enthusiasm of its inhabitants will guarantee that. As the world knows, Rio knows how to party. Whether it will be remotely in the mood to do so is another matter.

"And whether the reality on the ground lives up to the carefully curated image sold to the world remains to be seen. There are still 100, undoubtedly very eventful, days to go."

The BBC meanwhile noted that with three months to go, 40 per cent of the 7.5 million Games tickets remained unsold, but said: "Organisers point out that historically Brazilians tend to leave ticket purchases until the last minute."

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