Nike has responded to the widespread criticism surrounding its controversial England kit design for the upcoming Euro 2024 tournament. The kit modification notably alters England’s traditional St. George’s flag, replacing the customary red and white hues with a combination of red, purple, black, and a purple cross.
British Prime Minister Rishi Sunak voiced his discontent, stating to The Sun: “When it comes to our national flags, we shouldn’t mess with them because they’re a source of pride, identity, who we are and they’re perfect as they are.”
His sentiments were echoed by political rival Keir Starmer, leader of the UK’s Labour Party, emphasizing that the flag serves as “a unifier” and “doesn’t need to be changed,” urging Nike to reconsider.
Former goalkeeper Peter Shilton joined the chorus of disapproval, denouncing the “woke” alteration as “wrong on every level.”
In response, the Football Association (FA) defended the flag change, asserting that the kit pays homage to the 1966 World Cup-winning team, incorporating design elements inspired by that era. The FA highlighted the historical context, citing previous instances of alternative St. George’s Cross-inspired designs on England shirts.
Nike reinforced this stance, clarifying that the color adjustment was intended as a tribute to England’s past triumph. The company stated: “We have been a proud partner of the FA since 2012 and understand the significance and importance of the St. George’s Cross and it was never our intention to offend, given what it means to England fans.”
Despite the backlash, both Nike and the FA confirmed that there are no plans to modify the kit ahead of Euro 2024.
