Nike in the Eye of the Storm Over England’s Euro 2024 Kit Redesign
Nike has found itself at the center of a storm following its redesign of the England kit for Euro 2024, sparking a wave of criticism from both the football community and political leaders. The new kit, which deviates from the traditional St George’s flag colors by incorporating red, purple, and black, has been labeled controversial and disrespectful by some.
British Prime Minister Rishi Sunak voiced his concerns to The Sun, emphasizing the importance of national flags as symbols of pride and identity that should remain untouched. Echoing Sunak’s sentiments, Keir Starmer, the leader of the Labour Party and a self-professed football enthusiast, called for Nike to revert to the traditional design, highlighting the unifying power of the flag.
The outcry wasn’t limited to political figures; the football world also expressed its disapproval. Peter Shilton, a former England goalkeeper, criticized the design as “wrong on every level,” attributing the changes to unnecessary “woke” influences.
In defense of the new kit, the Football Association (FA) highlighted that the design incorporated elements intended to pay homage to the 1966 World Cup-winning team, such as color trims on the cuffs reminiscent of the training gear from that era. The FA also pointed out that this wasn’t the first instance of England shirts featuring variations of the St. George’s Cross.
Nike, standing by its design, stated that the color alterations were specifically chosen to honor England’s past football triumphs, affirming its respect for the St. George’s Cross and its significance to England fans. Despite the backlash, both Nike and the FA have made it clear that there are no plans to modify the kit before Euro 2024.
The controversy has sparked a broader conversation about the intersection of sports, nationalism, and design, highlighting the delicate balance brands must maintain when reinterpreting iconic symbols. As Euro 2024 approaches, the debate over the England kit serves as a reminder of the deep connections between national identity and sports attire.