Nike has been forced to acknowledge that its costly new England kits contain a design flaw, following a fierce backlash from supporters. The sportswear giant recently revealed its design for the Three Lions’ shirts, which can set fans back £134.99. While the majority of complaints centred on the eye-watering price tag, many supporters were also quick to spot a problem with the actual design itself.
Sharp-eyed fans zeroed in on the shoulder stitching, identifying an unsightly bulge wholly unworthy of such a premium item of clothing. This has driven many to seek out the black market, where Chinese counterfeit versions are available for a fraction of the cost. The issue, which will affect players and supporters of France, Canada and Uruguay at the World Cup this summer, has now been officially recognised by Nike.
“During the recent international break, we observed a minor issue with our Nike national team kits, most noticeable around the shoulder seam,” a Nike spokesperson told the Guardian. “Performance is unaffected, but the overall aesthetic is not where it needs to be.
“We are a global team of best-in-class designers, creators and dreamers who spend every day thinking about how to innovate, challenge ourselves, and take risks that push the beautiful game.”
“We always hold ourselves and our products to the highest standards and this fell short. We’re working quickly to make this right for players and fans, because every kit should reflect the care, precision and pride that the game deserves.”
The issue came to light during England’s recent friendlies against Japan and Uruguay. It has sparked outrage on social media, with supporters incensed over such a fundamental blunder – which has been branded “a complete joke” and could hit sales hard – particularly given it is the most expensive England kit ever produced, even when accounting for inflation.
This follows Nike’s declaration that their new England strip represented “a refreshed design approach that evolves England’s football identity for a new generation.”
They stated: “Central to this vision is Nike’s Aero-FIT performance cooling technology, which leverages computational design and a highly specialised, stitch-specific knitting process to help athletes stay cool in the extreme conditions anticipated throughout this summer’s tournament.”
“Aero‐FIT is Nike’s most advanced cooling apparel system, engineered at the yarn and stitch level to create a highly texturised knit that combines open and closed mesh zones to move air across the body and lift the fabric off the skin. This technology delivers more than twice the airflow of legacy fabrics – helping athletes stay cool and focused in hotter, more demanding environments.”