Paralympics Australia could have signed up with Adidas, Nike, Asics, or any multinational brand with a global presence far greater than Paralympics Australia itself.
But they didn't. Instead, they forged a partnership with a local brand, RM Williams, with the view towards a true blue Australian feel.
Known across the country for its iconic Chelsea boots, RM Williams has been a partner of Paralympics Australia for eight Paralympic Games.
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Ahead of this year's crown jewel event in Paris, the official team uniform was revealed at Australian Fashion Week in Sydney.
The design is one thing, but the message behind it is another – which is detailed in a humorous and powerful video (watch at the top of the page).
In the video, athletes speak about a desire for para-sports to be on level terms like any other sport.
They hope that news coverage will not be limited to the four-year Paralympics cycle and that they're viewed no different to their able-bodied counterparts.
Dating back to 2010, the partnership between RM Williams and Paralympic Australia isn't just about supplying uniforms.
It's a collaborative approach designed to make the para-athletes feel comfortable.
RM Williams design director Rachel Allen spoke at Friday's launch at Carriageworks.
"It has been a collaboration because this really is about them feeling empowered and confident, going into the games and putting their best foot forward and just feeling really confident and proud to be representing parliament in that country," she explained.
"In terms of the approach, obviously functionality was really key. Ease, comfort, but also there's more of an attitude which really resonates which is very down to earth, nothing's too stuffy, but still confident. I think the colours that we've chosen are really beautiful. They represent what is our country. There's still the gold and green. They're very natural."
"I do want to remind ourselves that this relationship has been going since 2010 at Vancouver, and at that point we were very much a uniform supplier," she added.
"So I think what we really value is the ongoing relationship that we've built and we're now a really firm partner and feel really embedded into the Paralympic organisation. So I think it's just such an honour for the brand to represent the strength and tenacity of this team and just to be able to give them that confidence and that strength to take forward into the game."
The Paralympic Games get underway in earnest on August 28 and conclude on September 8 with coverage live on Nine.
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