Olympic athletes have been in high demand by sponsors in the lead up to London 2012, but few can claim endorsement from a hero of more than half a century.
The Leicestershire brand, Velobici, has scored a coup by winning the support of Tommy Godwin, double bronze medalist the last time the Games was held in London, in 1948.
Godwin, an ambassador and torch bearer for the 2012 Games, helped design some of the garments, recommending the colour scheme for Velobici’s Bob Maitland jersey, named after Godwin’s fellow Olympian, who contested the ’48 Games in a three-strong road team and won a silver medal.
Velobici’s Chris Puttnam said: “It’s a real honour to be able to name these jerseys after two of the UK’s greatest ever riders. Tommy has been so helpful, suggesting which jersey best reflects his and Bob’s own styles, and we took inspiration for the Union flag detailing from one he wore in the 1940s.
“He’s a fantastic guy and we are delighted he likes the finished product so much. We hope today’s road and track riders will enjoy wearing a little piece of history.”
The Tommy Godwin jersey is beige with black sleeves, and, like it’s Bob Maitland counterpart, is made from a fine-spun South African Merino wool. The hems of each garment has the rider’s name stitched in. The rear pocket is stitched with a Union flag. The tag includes the rider’s palmares.
Godwin’s Olympic success came at the Herne Hill velodrome, and the 91-year-old remains a high-profile and vocal supporter of the south London track.
Two-time national champion Maitland died in 2010 after a long career in which he rode on the first British team granted entry to the Tour de France.
The jerseys will sell for £145.
