The idea behind Team GB

Client: British Olympic Association
Campaign: Better Never Stops



In the run up to 2012, the British Olympic Association wanted to refresh their brand and re-energise their staff.


The Olympic motto is ‘Faster, Stronger, Higher’. Given the BOA’s role in supporting Team GB athletes to achieve these goals we needed an idea that would capture the relentless dedication and sacrifice that sits behind the pursuit of Olympic success, but also connect with the broader public.


We created a new call to arms that would need to inspire and unite The BOA, the 42 Olympic sport NGB’s, Team GB and the British Public: ‘Better Never Stops’

To support this relaunch we redesigned the Team GB logo to make it look more dynamic and modern. This is the emblem worn on the chest of every GB athlete in competition and it sits across every touchpoint from kit, advertising, all the way through to Team GB’s social media channels. We also used the Better Never Stops platform to build digital and real-world fan engagement through London 2012.

Finally,  in order to further inspire the internal audience at the BOA we worked with Gebler Tooth Architects to transform their new HQ around this positioning.


The ‘Better Never Stops’ thought united the BOA,  Team GB athletes, their fans, support teams, and the 42 national governing bodies around a common purpose and belief that was relevant to them all. Research has shown the BOA’s perceived value within Team GB grew by 60% over London 2012.
At London 2012, Team GB had its most successful Olympics ever.
Fans across the country are wearing the ‘Better Never Stops’ t-shirt – Buy yours here!
The #betterneverstops hashtag is getting a lot of attention on social channels – see twitter

Antidote is an outstanding creative resource. They have worked with the British Olympic Association over the past two years, successfully transforming our core asset of Team GB ahead of London 2012. They twin strategic rigour and creative vision with a down to earth practicality.