Nike's kit controversy: Crossing boundaries in football fashion

Nike first signed a six-year deal with the English Football Association back in 2012, marking the end of Umbro’s sixty-year association with the National team. Umbro had been England’s official kit supplier since the 1950s, apart from an eight-year stretch from 1974-82 when Admiral took over. That was extended in 2018 to a twelve-year deal until 2030, said to be worth £400 million.

I asked my two boys what they thought of the kit, and both were unimpressed and said why did they change the flag? Two boys who are 18 and 14 respectively and haven’t really been brought up with the flag of St George being part of our lives. In fact, both prefer the retro kits that England used to wear.

High street retailer JD Sports has revealed that, for the first time ever, England’s away kit is selling better than the home kit. So, in my opinion, this is a great marketing ploy by Nike. Still sell the same amount of shirts but more away ones than home ones and next year produce a different one. And these shirts don’t come cheap, by the way, £124.99 in adult sizes and £119.99 for kids. With a deal lasting until 2030, what have they got to lose?

Remember that this is the same brand that didn’t want to produce a Mary Earps England goalkeeper jersey. They faced a widespread backlash and after mounting pressure, they relented and released Earp’s green long-sleeved Lionesses shirt for sale, with the product selling out twice in a matter of minutes. They’re not daft in the Nike marketing department, are they!

Interestingly, England aren’t the only ones with kit problems. Germany has released a pink away kit, said to represent the diversity in Germany, but as you can imagine this has caused a bit of a rumpus. But the colour of the shirt was not the major talking point as far as the Germans were concerned. Last week, it was announced that the decades-long kit supply tie-up between German soccer’s DFB governing body and German sportswear giant Adidas, one of the most renowned technical deals in sport, will come to an end after the 2026 World Cup. And guess who’s taking over? Yes, you guessed it, our friends from Nike. Reports suggested that the Americans offered in the region of €100 million, almost double what their German counterparts at Adidas apparently offered.

Even Spain has been caught up in a kit gate saga, although this dated back to 2017. German sportswear brand Adidas faced fury after critics claimed the colours of Spain’s national team’s shirt were too similar to the flag of Spain’s Second Republic - instead of its national flag.

Spain’s Second Republic spanned eight years from 1931 to 1939 and officially ended following the victory of nationalist leader Francisco Franco at the end of the devastating Spanish Civil War.
The republic’s flag featured a purple strip at the bottom of Spain’s red and yellow bands - and critics of the national team shirt drew comparisons due to the inclusion of a splash of purple down the shirt.
Of the current top 10 in the FIFA football rankings, Nike produces the kits for France, England, Brazil, Netherlands, Portugal and Croatia. With Adidas producing the rest for Argentina, Spain, Belgium and Italy.

I find all this criticism of the shirt funny as we don’t really celebrate St George’s Day on April the 23rd, in fact English people celebrate St Patrick’s Day more. But you may have read earlier in the week that, due to a new initiative by the Calvia Town Hall, there are four days of St George’s celebrations this year in Palmanova, which is great to see. Details can be found in the Majorca Daily Bulletin and at the Town Hall. We at Pirates are offering 50% off of our Main Deck seating that week on Wednesday 24th of April and Friday 26th of April. As for Nike, it seems to me they will keep on pushing the barriers and creating controversy, as it doesn’t seem to be affecting them.