Greg Rutherford quick to flag up lack of Union Jack

“Where’s the Union Jack?” is what Rutherford said to his 161,000 followers on the social networking site.

And he also said that parading the Union Jack flag for some of his victories ranks among his best memories for representing Great Britain in tournaments such as the Olympics and the Commonwealth Games.

Greg Rutherford has criticised Team GB’s new kit design for the World Championships as “a bad choice” after British Athletics ditched the famous Union flag.

Rutherford, who is due to wear the new design in Beijing for the World Championships later this month, added: “exactly!”

In a statement, it said the union jack “remains an integral part” of the kit and that the inclusion of the British Athletics brand is to “help create a strong team identity” similar to that created by Team GB for London 2012.

British Athletics did not respond directly to Rutherford but did retweet an Instagram post from hurdler Cindy Ofili, who recently followed her sister Tiffany Porter in switching allegiance from the United States to Great Britain.

British javelin record-holder Goldie Sayers tweeted: “I’m competing for Great Britain at Worlds, not a Ltd company #bringbacktheflag”, while 2004 Paralympic discus gold medallist Dan Greaves wrote: “Outrageous not to have (union flag) on your chest”.

“Most annoyingly about all this is that the kit itself is wonderful! Just looks s***”.

The Olympic long jump champion posted a photo of the changed kit on his Twitter account with the message: “Well this isn’t right…”

Steeplechaser Eilish McColgan added: “It’s unfair for athletes not supported by UKA to have to wear it…” Doesn’t make any sense! “Bring back the flag”.

Paralympic shot-putter Sam Ruddock also joined in the condemnation, tweeting: “It’s such a shame”.

Ofili wrote: “Excited to have finally received my first full British Kit!!”

British Athletics is the brand under which UK Athletics markets the sport.