Triple Olympic gold medal winning cyclist Bradley Wiggins and London 2012 Paralympic hopeful and current T35 100m and 200m World no 2. Sophia Warner were on hand to help officially open the new store.
Next year's Team GB and ParalympicsGB teams will be the largest ever to represent Great Britain in any sport event for over 100 years – and this is the first time in Olympic and Paralympic history that the home nation will be able to get behind their team with such a huge range of merchandise.
The unique 2000sq ft retail offering, located on the doorstep of the Olympic Park, will be home to over 1,500 products by Games time – offering fans ample opportunity to show their support for their home nation.
Products include t-shirts,
sweatshirts, cushions, bed sheets, children's colour-in books,
collectable jewellery, luggage and even scooters and bicycles.
LOCOG Chief Executive Paul Deighton commented: 'Merchandise is an
important revenue stream when funding the Games but these products also
give fans the chance to show their support for London 2012 and for Team
GB and ParalympicsGB.'
Team GB Chef de Mission Andy Hunt said: 'During the sports test events this summer we saw the great positive impact that the passionate support of an enthusiastic home crowd can have on the performances of British athletes. It would be fantastic for them to enter their London 2012 venue to find a sea of red, white and blue Team GB support next year.
'There is no other sporting competition where Great Britain and Northern Ireland fields such a large, diverse and talented team to represent our nation. With the full support of the UK behind them at London 2012, Team GB and ParalympicsGB – Our Greatest Team – will be 900 athletes, 60 million strong.'