The IAAF British World Championships kit has been labelled a ‘terrible choice’ by Olympic gold medallist and Team GB hero Greg Rutherford.

The problem lies in the missing Union Jack, usually a common piece on the team’s kit. The Briton, 28, yesterday vented his disgust on social media, and Scot Eilish McColgan replied: “it looks like you’re representing British Athletics instead of Team GB.”

Paralympian shot putter Sam Ruddock also replied saying: “The flag says so much, to so many people, more than a brand ever could.”

To which Rutherford responded: “Exactly. I’m proud to be British. This is a terrible choice.”

What do you make of the missing flag?

For more on the IAAF World Championships, see here.