On July 29, adidas - the Official Sportswear Partner of London 2012, unveiled an innovative piece of technology that will be used exclusively by the GB track cyclists at London 2012. This new ADIPOWER muscle warming garment is born from four years development between adidas, British Cycling and Loughborough University.Similar to the role of tyre warmers in Formula 1 motor racing, which pre-heat the tyres to ensure optimum performance, adidas has collaborated with British Cycling and developed a muscle warming garment aimed to have a similar effect for the sprint cyclists.