British Athletics criticised for ditching Union flag in new kit for World Championships

Rutherford's new kit (left) and the one it replaced (right) with a Union flag. Credit: PA

Greg Rutherford has criticised Team GB's new kit design for the World Championships as "a terrible choice" after British Athletics ditched the famous Union flag.

The Olympic long jump champion posted a photo of the changed kit on his Twitter account with the message: "Well this isn't right... Where's the Union Jack!?!?"

The flag has been replaced with British Athletics branding in a move the organisation argue will "help create a strong team identity" similar to what Team GB forged during London 2012.

Rutherford is not the only athlete to express disappointment with decision made by British Athletics, who were also questioned by Team GB Paralympic shot put athlete, Sam Ruddock.

Replying to Rutherford's Twitter, he wrote: "It's such a shame. The flag says so much, to so many people, more than a brand ever could. #lostidentity"

Rutherford, who is due to wear the new design in Beijing for the World Championships later this month, added: "exactly! I'm proud to be British. This is a terrible choice."

The Shadow Secretary of State for Culture, Media and Sport, Chris Bryant, waded into the debate by suggesting the person responsible is embarrassed to be British.

Supporting Rutherford's initial tweet, he posted: "Yes @GregJRutherford is right. That vest could easily be French or American. Where is the Union flag? Is someone embarrassed to be British?"

The World Championships in Beijing begin on August 22nd.