Nike have divided the nation with a ‘playful update’ to the England flag, sparking outrage after placing a multi-coloured St George’s on the back of the new 2024 kit’s collar.
The kit manufacturer, who are contracted with England until 2026, have reimagined the iconic cross and splashed it with three new colours – red, blue and purple.
This kit will be worn by England throughout the calendar year, including when they play in the 2024 UEFA Euros.
Nike are retailing the kit at £124.99 for adults and £119.99 for kids, and while the price tag has caused uproar in itself, the headlines have been stolen by the tiny flag on the collar.
The American sportswear company have claimed that the update is inspired by the training kit worn by Sir Alf Ramsey’s World Cup winning side in 1966.
Search numbers for “1966 England training kit” have since surged, increasing by over 300% in the last 12 hours alone, according to data found on Google Trends.
Nike have since told media outlets that they have no plans to recall or change the kit.
In an official statement, Nike said: “The England 2024 Home kit disrupts history with a modern take on a classic.
“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.”
Keir Starmer reacts to “playful update” of England flag
While many controversial voices have already commented on the change to the England flag, Labour leader Keir Starmer is amongst those who have taken the strongest stance.
Starmer 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.
“I’m not even sure they properly can explain why they thought they needed to change in the first place.”
The leader of the opposition also called on Nike to reduce the three-figure prices of their kits.
[The flag] is a unifier, it doesn’t need to be changed.
Labour leader Keir Starmer on new 2024 England kit
Football X community react to 2024 England kit
The X community is unsurprisingly outspoken on the “playful update” to the new jersey, with many accounts with big followings speaking out.
Illustrator Mason London commented on some previous design changes made in prior years:
MailSport News Editor Alex McCarthy said that outrage is being aimed in the wrong place:
Liberal Democrats candidate Bobby Dean made his stance on the issue very clear:
The Athletic’s Carl Anka explored the political fallout of the outrage, saying:
“I’m proud to be English, don’t change our flag” – Southampton citizens react
Solent Sports News reporters Michael Ryder, Alex Isaacs and Archie Starkey took to the streets to feel the reaction first-hand, as the people of Southampton gave their thoughts on the flag change.
Listen to their full report below:
