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SBD Global/April 1, 2014/Marketing and Sponsorship

England Fans 'Angry' At $150 Price Tag On Nike's World Cup Kit

Nike, the FA unveiled England's new shirt for the World Cup finals on Monday.
England's new shirt for the World Cup finals will cost £90 ($150), "prompting an angry response from supporters," according to the London TELEGRAPH. The white shirt launched Monday morning "as part of an all-white strip for the tournament in Brazil has been made by Nike." The revelation that the shirt alone would cost £90 in adult sizes "drew an angry response on social media sites" Monday morning. Nike will sell a separate shirt -- branded as a "stadium shirt" -- for £60 ($100), but "this will not be a replica of the players' kit" (TELEGRAPH, 3/31). In London, Sam Cunningham reported it was only last May that the previous home kit was released. It has been worn just seven times. The red away kit, released last June, "has had just two airings." England Supporters Club member Mark Perryman said, "They certainly don’t help themselves the fact two new shirts were introduced well before the 18 months.They seem to have broken that rule. I thought it was a legal requirement." Perryman added, "At the end of the day people will vote with their chests. If England are doing well, people will buy it. If they lose to Italy in the World Cup it will drop to a fraction of that £90 price" (DAILY MAIL, 3/31).
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