US sports brand Nike is taking flak from football fans in the home of the beautiful game after the commercial giant unveiled the England team players’ new home-shirt – just as the Euro 2024 international competition approaches.
Nike said the design “dusts off history by bringing a modern twist to a classic” with a “playful update” for the Three Lions’ team image.
The traditional England logo, the Saint George’s Cross, has been replaced by a multicoloured version.
Or, as the multinational US firm puts it: “The trim on the cuffs takes its cues from the training gear worn by England’s 1966 [World Cup-winning] 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 new emblem, coincidentally, also resembles colours widely associated with bisexual groups, many have noted.
The new @England 𝟐𝟎𝟐𝟒 𝑵𝒂𝒕𝒊𝒐𝒏𝒂𝒍 𝑻𝒆𝒂𝒎 𝒌𝒊𝒕𝒔 celebrate football heroes 🦸 of the past with a modern twist.
Made with 𝑫𝒓𝒊-𝑭𝑰𝑻 𝑨𝑫𝑽 to breathe with you 😮💨 in the moments that matter most. #NikeFootball pic.twitter.com/G2CkgHp3v6
— Nike Football (@nikefootball) March 18, 2024
The English Football Association assured fans it “fully supported” the new look.
Many England supporters seem to have a different opinion and some see a “woke” message they do not like at all.
Disgraceful
The St George’s Cross is the sacred icon of the English nation & people
Why have we allowed Nike, a US brand that produces these shirts with sweatshop labour, to defile our national flag?
Why is England so ashamed of itself that it won’t get into uproar about this? https://t.co/8TxUOgzJe5
— Millwall Dave (@MillwallDave) March 20, 2024
The UK’s Daily Mail sports podcast It’s All Kicking Off lambasted the move as “a load of bollocks”.
The British radio station TalkSPORT’s host Simon Jordan slammed the decision to alter the St George’s Cross: “I don’t quite understand why Nike want to have a ‘playful’ brief on our identity,” he lamented.
“Is our national identity a joke, is it something we’re ashamed of? I think our national identity is something we should be proud of. I don’t find it offensive; I find it unnecessary,” he said of the new design..
“Rather than reclaim it, what we’ll do is put up a meaningless cross that has no value to it and represents nobody.
“No other country would allow this to happen, they wouldn’t allow it to be done on their national shirt,” he went on.
“This is the same Nike that couldn’t even be bothered to produce Mary Earps shirts. I don’t think we should be taking lessons from Nike on the values of this country.
“And the FA are absolutely complicit in this. The FA will have their virtue-signalling fingers all over this,” Jordan concluded.
GB News TV presenter Stephen Dixon called the decision “a defilement of our flag”, adding: “I’ve had enough.”
Politicians also weighed in. On the same channel, former UKIP leader and Brexit campaigner Nigel Farage said it was “an absolute joke” and that the new emblem “bears no relationship to the St George’s Cross whatsoever”.
Reform UK MP Lee Anderson described Nike’s design as “virtue-signalling woke nonsense”.
Speaking to the Daily Mail, he said: “This virtue-signalling, namby-pamby, pearl-clutching woke nonsense must stop. Any more of this and I’ll be on the first flight to Rwanda,” referring to the long-stuck Government desire to relocate would-be immigrants to the African country.
Opposition Labour Party leader Sir Keir Starmer argued that the kit should be changed back to its previous form.
“I think it was wrong,” Starmer said of the change.
“As you know, I’m a big football fan. I go to England games – men’s and women’s games – and 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.
“I’m not even sure they can properly explain why they thought they needed to change it in the first place.”
The Labour chief also noted the high price Nike asks fans to pay – up to £146, or €170, for a replica jersey.
His fellow party-member Emily Thornberry called the design “a bit weird”.
“Imagine putting a bit of purple on the Irish tricolour,” she said. “Why are we messing around with it? I don’t understand.”
Conservative Party MP Clarke-Smith, likewise, said: “I’m not sure what this is supposed to be but it certainly looks nothing like our flag and I’m not sure it needs an ‘update’ either.
“That said, I doubt they’ll shift many at those sort of prices.”
Same bullshit on the away kit as well…
Sort it out @Nike @fa @England
You disrespectful, woke sympathisers. Grow a back bone and restore the St George’s Cross to the National jersey. 🏴 pic.twitter.com/EzmXhrYYeu
— 👑 Joey Barton 👑 (@Joey7Barton) March 21, 2024
Lucy Frazer, the Government’s culture minister, said: “Fans should always come first and it’s clear that this is not what fans want.
“Our national heritage – including St George’s Cross – brings us together. Toying with it is pointless and unnecessary.”
David Seaman, the much-loved former England goalkeeper, wondered: “Are they going to change the Three Lions to three cats?”
