On Monday, Nike unveiled the English football squad’s new home and away kits, and while there were a number of marked differences between them and the ones used in previous years, perhaps the most striking change was that made to St. George’s Cross on the back of the collar. The legendary flag had been made unrecognizable, its timeless red and white intersecting bars dyed varying shades of pink, red, and blue.
The move, which Nike called a “playful update,” was roundly criticized by everyone from average football fans to Prime Minister Rishi Sunak.
Announcing the design via X, Nike said the colors were meant to “unite and inspire.” What the sportswear giant didn’t anticipate is that people would “unite” around a common hatred of the redesign.
“That’s not playful,” one user replied. “It’s ideologically-driven propaganda. I will NEVER buy another one of your products.”
“Looks crap I’ll be wearing my old England shirt even if I get bean juice down it I’d rather wear that than this,” another added.
Pointing out that the flag is no longer the St. George’s Cross, one user posted a picture of Adidas’ drei Streifen, calling it a “playful update on the Nike logo.”
In light of the backlash, Culture Secretary Lucy Frazer said Nike had made a mistake.
“Fans should always come first, and it’s clear that this is not what fans want,” she declared. “Our national heritage – including St George’s Cross – brings us together. Toying with it is pointless and unnecessary.”
As the BBC reports, when asked about the design, Sunak said he, like many others, “prefers the original,” echoing Frazer’s sentiments that the flag is a “source of pride.”
“When it comes to our national flags, we shouldn’t mess with them,” he told reporters. “They’re perfect as they are.”
Even Labour leader Keir Starmer called on Nike to “change it back.”
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