The Untold Story Behind Egypt’s Smart and Stylish 2024 Olympics Uniforms
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Loading... - Kevin Sinclair
- 05 Sep 2024
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The 2024 Olympic Games in Paris were a thrilling experience, with Arab athletes winning a total of 17 medals, including three medals won by Egypt's talented sportspeople. However, what caught everyone's attention was the stylish and elegant uniforms worn by Egypt's athletes, designed by Egyptian brand Concrete.
Concrete, celebrating 35 successful years, made history by becoming the official outfitter of Egypt's largest Olympics mission ever. The made-to-measure ensembles, designed by art director Ettore Veronese, highlighted the colors of the Egyptian flag, conveying a deep message of sacrifice, hope, and freedom. According to Veronese, "I started from the Egyptian flag and its colors red, white, and black, which always, as for every nation, are inspiring for a personal path of life. They represent the sacrifice, hope, and freedom which are essential elements for athletes who make sport a profession."
The uniforms were crafted using lightweight fabrics ideal for Parisian summers, with organic Egyptian cotton T-shirts, smart ivory blazers sporting the Egypt flag and Olympics symbol, and delicate red, white, and black stripes on the edges of jackets and trousers. The selection of materials prioritized performance, comfort, and breathability, while also considering eco-sustainability. Veronese explains, "The selection of materials was dictated in primis by performance that fabrics must give to the athlete. Comfort in movement, lightness. Thinking about the Parisian summer, essential breathability, originality in the proposal, and not least the possibility of having materials as eco-sustainable as possible."
Concrete, a well-established clothing brand, has been expanding its reach globally, with a focus on representing Egypt on a grander scale. The brand has partnered with various sports teams, including Al Ahly football team, national handball, national basketball, golf, and squash, with the goal of becoming the official fashion outfitter for all sports played in the name of Egypt. CEO Mohamed Talaat Khalifa shares, "Concrete, for the past five years, has been intensely focusing on becoming the official fashion outfitter for all sports played in the name of Egypt, as we believe in the importance of reflecting the representation of Egyptians at the same level, if not better than other participating countries."
For both Khalifa and brand COO Matteo Zappala, dressing the 2024 Olympians couldn't have been a bigger moment of pride. "It has created the well-deserved recognition of the brand on the international scene. It is simply the gateway for Concrete to move with steady steps into the international markets," Zappala says. "The Olympics official outfitting partnership is the normal evolution of the brand equity and sustainability of its leadership for the years. Connection in few events worldwide is able to connect with the global audience and belonging. The beauty of sports and fashion that both require perseverance, discipline, and commitment and so they meet together beautifully. It is a key milestone for the future of Concrete."
The partnership has created well-deserved recognition for the brand on the international scene, connecting with a global audience and solidifying its leadership in the fashion industry. Concrete's commitment to representing Egypt on a grander scale has opened up new opportunities for the brand, marking a significant milestone in its history.
