A new Nike-designed and produced England football kit, that would “unite and inspire”, looks to have failed on both counts as controversy and opposition surrounds its release ahead of the Euro 2024 tournament in June.

 A new purple kit, complete with a new blue and black cross of St George on the collar and expected to be worn as the England team’s secondary ‘away’ kit at the tournament, has been widely criticised by supporters and politicians, the latter led by the prime minister Rishi Sunak and opposition leader Keir Starmer.
 
The PM called on Nike not to alter the traditional St George motif wanting the US sportswear giant to “change it back” to the original design featured the red and white of the flag.

Sunak added: “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.”
 
Starmer also said the “flag is used by everybody, it is a unifier, it doesn’t need to be changed. We just need to be proud of it. So I think they should just reconsider this and change it back.”
 
A description of the new kit from Nike, which launched on 21 March and retails for £124 for adult sizes and £119 for children, reads: “The England 2024 home kit disrupts history with a modern take on a classic”. Poliitcians and consumers have also commented negatively on the pricing of the jersey.

Nike added that 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.
 
But thousands of X platform users have reacted negatively to the new kit, with many attacking it for being unnecessary or “disrespectful”.
 
A person calling themselves ‘Alfred Ramsay’ (in reference to the 1966 World `Cup-winning England manager), has even set up a petition on the change.org website with several thousands so having added their names.
 
Nike is yet to comment on the controversy. England officials are also yet to comment, other than to publicise the availability of the kits on their social feeds.