The British Olympic Association (BOA) strongly played down British press reports that some British athletes were considering receiving their potential medals at the London Olympics barefoot. The Daily Telegraph indicated that some of the British athletes sponsored by Nike might take off their shoes before they walked to the podium because they have been warned about possible penalties if they wear the shoes of Adidas – which is the required brand of footwear for Team GB athletes during medal ceremonies, as part of their team members' agreement. The BOA said that such agreements had been in place for at least four Olympics and no athletes had come forward to complain about the arrangement for the 2012 Games. The agreement is based on extensive consultation with the BOA's athlete commission. The BOA indicated that it fully intended to uphold this agreement, and it did not anticipate any issues. Athletes are allowed to wear the footwear brand of their choice while competing because it is regarded as technical gear.

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