Nike under fire in UK over design and price of England football jersey

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Nike under fire in UK: Amidst the debate and protest surrounding its introduction ahead of the Euro 2024 tournament in June, it appears that the new England football shirt, designed and produced by Nike, failed on both fronts.


Many supporters and politicians, including Prime Minister Rishi Sunak and Opposition Leader Keir Starmer, have voiced their disapproval of the new purple shirt that the England national soccer team is expected to wear at the tournament. The shirt features a blue and black cross of St. George on the collar.

The prime minister urged Nike to “change it back” to the original design that featured the red and white of the flag, requesting that the US sportswear giant not alter the traditional St. George pattern.

“We shouldn’t mess with our national flags because they’re a source of pride, identity, who we are and they’re perfect as they are,” Sunak stated, continuing about national symbols.

According to Starmer, the flag should remain unchanged since everyone uses it and it brings people together. It is important that we take pride in it. Therefore, I believe they ought to reevaluate this and reverse it.

“The England 2024 home kit disrupts history with a modern take on a classic,” reads the description of the new Nike kit, which debuted on March 21 and retails for £124 for adult sizes and £119 for youngsters. The price of the jersey has also been criticized by politicians and customers.

Moreover, according to Nike, the cuff trim—a gradient of blues and reds topped with purple—takes inspiration from the training gear used by England’s 1966 heroes. Additionally, the rear of the collar showcases an adaptation of the St. George flag in the same colors.

Some of the thousands of X platform users who have responded negatively to the new kit have accused it of being “disrespectful” and/or needless.

Someone claiming to be “Alfred Ramsay” (after the England manager who won the 1966 World Cup) has gone so far as to create a petition on the website, to which hundreds of people have already signed.

Nike has not yet addressed the topic. The English government has not yet made a statement, either, but they have used their social media accounts to announce the kits’ availability.

Emily Mitchell

Emily's passion for fashion journalism and her keen eye for runway trends make her the ultimate source for the latest fashion news and exclusive insights into the glamorous world of catwalks.

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