Nike has been called upon by Labour leader Sir Keir Starmer to revise its new England football shirt that features different colours in the cross of St. George. Nike said the shirt, launched ahead of Euro 2024, includes a “playful update” to the cross “to unite and inspire”. However, the addition of navy, light blue, and purple in a flag on the back of the collar has been criticised. Some football fans, politicians, and pundits have criticised the design, along with its price, after it was unveiled earlier this week. The “authentic” version is priced at £124.99 for adults and £119.99 for children, while a “stadium” version costs £84.99 and £64.99 for children.
Speaking to The Sun, Sir Keir stated that the “flag is used by everybody, it is a unifier, it doesn’t need to be changed”. He argued that “we just need to be proud of it. So I think they should just reconsider this and change it back. I’m not even sure they properly can explain why they thought they needed to change in the first place.” Sir Keir also called on Nike to lower the price of the shirts.
A Nike spokesperson said that “The England 2024 Home kit disrupts history with a modern take on a classic. The trim on the cuffs takes its cues from the training gear worn by England’s 1966 heroes, with a gradient of blues and reds topped with purple. The same colours also feature an interpretation of the flag of St George on the back of the collar.” The FA revealed the new kits to be worn by England men’s, women’s, and para teams in 2024 earlier in the week.
This isn’t the first time Nike has faced criticism over its sale of England shirts. During the Women’s World Cup last summer, the sportswear brand was forced to U-turn on its decision not to sell Mary Earps replica goalkeeper shirts following public outcry
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