Adidas and advertising agency Sid Lee have documented the awesome campaign that supports Team GB.
The British fans were invited to support the English athletes by taking their pictures. Suddenly, they had to face the most lovable English athlete – David Bekcham. The reactions varied from amazement, to shouting, to kisses, to tears. David seems like a very easy going person, kind to others. And there was this kid, who started crying. It is heartbreaking. The action happened in Westfield Stratford City.