Alert – Nike will not be moved: Sportswear firm says ‘it was never our intention to offend’ England fans with new kit – but stands by claim hated strip ‘celebrates the heroes of 1966’ – as Harvey Elliott hides ‘woke’ St George’s flag by turning up his collar

Nike said it didn’t mean to offend England fans with the new ‘woke’ kit, claiming it celebrates ‘the heroes of 1966’.

The sporting company has come under fire after making a ‘playful update’ to the St George’s Cross on the back of the new Three Lions shirt.

Many supporters were outraged when the kit designer revealed yesterday it had replaced the horizontal line on the traditional red cross with a navy blue, light blue and pink one.

It comes as, Harvey Elliott, 20, hid the controversial blue and purple St George’s Cross during a Euro under-21 qualifier in Baku.

Nike has said in a statement it never intended to ‘offend’ England fans. It reads:  ‘We have been a proud partner of the FA since 2012 and understand the significance and importance of the St. George’s Cross and it was never our intention to offend, given what it means to England fans.’

But they have stood by claims that the strip celebrates the England squad of 1966 who won the World Cup.

The strip, which was launched on Monday ahead of Euro 2024 in Germany this summer, promised to ‘celebrate football heroes of the past with a modern twist’. 

‘Together with the FA, the intention was to celebrate the heroes of 1966 and their achievements,’ said Nike, ‘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 on the back of the collar.’

Liverpool’s Harvey Elliott, 20, scored twice in the young Three Lions’ 5-1 win over Azerbaijan in a Euro under-21 qualifier in Baku – but the flag on his £125 jersey could not be seen for the entire game.

Harvey has not commented but Liverpool don’t have a collar on their famous red shirts, however, when the Surrey-born attacking midfielder played on loan for Blackburn Rovers in the Championship he kept his collar down.

His decision to turn his collar up on the shirt’s first outing for the Young Lions will pile pressure on England’s first team, who play Brazil at Wembley at 7pm tomorrow. David Seaman suggested earlier that he and other players would have refused to wear it.

It came amid huge anger back home with Rishi Sunak amongst those slamming the decision make the red and white flag blue and purple. 

The FA has again insisted it will not recall the shirt, saying in a statement this afternoon: ‘We are very proud of the red and white St George’s cross – the England flag. We understand what it means to our fans, and how it unites and inspires, and it will be displayed prominently at Wembley tomorrow – as it always is – when England play Brazil’.

can reveal that England’s bungled football shirt was designed 5,000 miles away by Nike executives in America. 

Pressure is growing on the highly-paid executives who signed off the ‘abominable’ changes to the St George’s Cross. Critics have questioned whether Oregon-based £122billion firm would have dared to change the colours of the Stars and Stripes on the US football jersey. 

Tory MP Mark Francois, told said: ‘We’re about a month from St George’s Day, when we celebrate our Englishness in an upbeat, positive way, just as Americans celebrate the 4th of July. This is wokery gone mad and they should knock it on the head’.

Mr Francois insisted Nike would not have dared do the same thing to the Stars and Stripes in the US. ‘In the words of John Wayne ‘Like hell they would!” He added: ‘To paraphrase Nike’s very own slogan – Just Don’t Do It!’

can reveal that Nike has not changed the flags on any other of its major 2024 national kits in Europe – but decided to change the red and white Cross of St George to blue and purple.

Nike and the Football Association have not said who agreed the design of the new shirt but in London the bucks stops with MD of the FA Mark Bullingham, whose predecessor Adrian Bevington piled pressure on today by saying he would not have agreed to it when he was in charge. James Gray, commercial director of the FA, may also face questions.

Nike has not commented but Aaron Barnett, Nike’s Senior Product Director for football apparel since December 2020, may have been involved in the design.

Barnett is no stranger to football kit controversy. Nike designed the 2022 US team’s World Cup jerseys, which were described by irate American fans as ‘the worst in history’.

Barnett told Fox: ‘People always hate the new jerseys at first. Then your team wins its first game, and it’s the best jersey they’ve ever had.’

Lee Murphy, design director for Nike Football, said of England’s 2022 kit:’ How can we move things on every season?’.

Rishi Sunak today slammed Nike and the Football Association for changing the colours of the St George’s Cross on the new England shirt, declaring: ‘When it comes to our national flags, we shouldn’t mess with them’.

The Prime Minister, a Southampton fan, said the English flag is already ‘perfect’ after legends Peter Shilton and David Seaman decried the ‘woke’ rainbow design and appalling £125 price tag. 

As England fans today vowed to boycott Nike and their hated new shirt after they offended millions by redrawing the St George’s Cross in blue and purple.

And is yet another row for the £122billion firm, which has found itself in hot water over everything from not selling a replica version of Mary Earps’ England women’s goalkeeper shirt and its partnership with transgender influencer Dylan Mulvaney.  

Speaking in Derbyshire today, Mr Sunak said: ‘Obviously I prefer the original, and my general view is that when it comes to our national flags, we shouldn’t mess with them. Because they are a source of pride, identity, who we are, and they’re perfect as they are.’ 

Conservative MP for Milton Keynes North, Ben Everitt said: ‘We just need Nike to do one and mess with somebody else’s flag’.

The new kit will be worn by the team at Euro 2024 but the row over changing the traditional red cross threatens to overshadow a tournament Gareth Southgate’s side are amongst the favourites to win.

England’s most capped men’s player, Peter Shilton, said today: ‘This is wrong on every level. I’m totally against it. Including the price that Nike are going to charge.

‘I don’t agree with it. It’s woke. If you’re going to put the St George’s Cross on a kit, which obviously Nike have done, then just put it on with the traditional colours. Like the Three Lions, it’s traditional’.

Nike and the Football Association have failed to adequately explain why the flag is blue and purple rather than red and white – just calling it ‘playful’ and a homage to the 1966 team’s training top. 

Former Football Association boss Adrian Bevington today admitted that he would not have signed off on the new shirt and said: ‘It’s our flag. It’s a national identity and I just don’t really think it needs to be changed’.

Despite the criticism, the FA has defended the design, saying that it was ‘not the first time’ that different coloured St George’s Cross-inspired designs have appeared on England shirts.

‘The new England 2024 home kit has a number of design elements which were meant as a tribute to the 1966 World Cup-winning team,’ a spokesperson said.

‘The coloured trim on the cuffs is inspired by the training gear worn by England’s 1966 heroes, and the same colours also feature on the design on the back of the collar. It is not the first time that different coloured St George’s Cross-inspired designs have been used on England shirts.

‘We are very proud of the red and white St George’s cross – the England flag.

‘We understand what it means to our fans, and how it unites and inspires, and it will be displayed prominently at Wembley tomorrow – as it always is – when England play Brazil.’

An ‘authentic’ version costs £124.99 for adults and £119.99 for children while a ‘stadium’ version is £84.99 and £64.99 for children.

Sir Keir Starmer has called on Nike to reduce the price.

Former England goalkeeper David Seaman, who played 75 times for his country, said he believed many in his generation of players would have refused to wear it.

He said this morning: ‘It doesn’t need fixing. What’s next, are they going to change the Three Lions to three cats? Leave it alone. It’s the St George’s Flag. Leave it alone. I’m sure that if they’d approached the lads and asked them about it, they would have said no. Just leave it alone.’

Culture Secretary Lucy Frazer tweeted: ‘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.’ 

More than 21,000 people have signed an online petition to scrap the new shirt and start again and an online campaign to boycott Nike is in full swing because critics are fed up with national pride being painted as a negative thing – or even equated with racism.

One critic said on Twitter: ‘DO NOT BUY THIS SHIRT!! ITS AN ABOMINATION TO OUR FLAG. I’m all for inclusiveness. Make the numbers rainbow coloured, doesn’t bother me. But this is our national flag’.

This summer homes and cars all over the country will be proudly flying the St George’s Cross and stadiums and cities in Germany will be a sea of red and white this summer as England battle in the European championships.

But Nike and England’s management have sparked anger and disbelief by signing off on a ‘playful’ redesign and turned the flag light blue and purple. 

Adrian Bevington, the former FA managing director, told talkSPORT that he would not have signed off on the shirt. 

He said: ‘I think it’s an emotive subject and it was always going to cause the conjecture that we’ve got.

‘I always try and see it from all sides, and I understand from Nike’s perspective they’re looking to push all the time and be cutting edge and as modern as they can be to the different markets they serve.

‘But… it’s our flag. When the games take place, particularly during the tournament, you’ll see the stadium absolutely swamped with the cross of St George hanging everywhere.

‘It’s a national identity and I just don’t really think it needs to be changed. And it’s going to upset a lot of people because people do feel passionate about this.’

But he added: ‘It may end up selling more kits for them, who knows, commercially it might drive it with the conjecture it’s created. If I’d been in a position to sign off or not, I wouldn’t have signed off on that personally.’

The FA’s former head of communications, Steve Double told Mail Online he believed Nike may have messed with the St George’s flag to garner sales.

Mr Double who was in control of FA publicity during the career of Paul Gascoigne and the management of Glenn Hoddle, said: ‘It’s a bizarre decision.

‘The only sensible reason to do this is if it was a ploy by Nike to generate controversy in the hope of generating sales.

‘I wouldn’t like to be the executive at the FA who approved this one.’

Nike has come under pressure from England fans who claim its ‘playful’ modification of the St George’s Cross has left it looking more like the ‘gender fluidity flag’ than the national emblem.

The manufacturer has sparked outrage after modifying the English flag from a traditional red cross to one that is light blue and purple on the back of its latest jersey.

The American company claims the change was took cues from the training kit worn by the England team which won the 1966 World Cup and aimed to honour the ‘classic colour regime’.

However, some have heaped scorn over the reasoning, claiming it looks nothing like the training gear worn by Sir Alf Ramsey’s men and demanding the flag is returned back to its original colours.

There have even been calls in some quarters for a boycott, with some remarking on the resemblance between the colours of the changed St George’s Cross and the gender fluidity flag.

Politicians and pundits have got involved in the row, with even Sir Keir Starmer  saying the original colours were ‘unifying’ and questioning why they had been changed.

Despite the backlash Nike is not going to make any changes to the jersey, which is said to have ‘flown off the shelves’ since its release on Monday.

Insiders have acknowledged the use of clumsy language in a Nike tweet which spoke of ‘a playful update’ which ‘appears on the collar to unite and inspire’ – but there are no plans to change it. 

A Nike spokesperson 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.’ 

The shirt also has the full backing of the FA, who are understood to ‘completely stand by it’.

However, fans have vented their fury at the change, with some doubting the reasons given by Nike for the modification.

The 1966 England training kit was blue, with red and white stripes, while the changed flag on the new top has shades of red, blue and even magenta, with no white at all.

Some have branded the move ‘ridiculous’ while others have hit out at the ‘disrespectful’ change.

Posting a picture of the 1966 England training kit, one person wrote on X (formerly known as Twitter): ‘Doesn’t look the same as 1966 training kit to me?’

Another person added: ‘Looks very similar to a ‘Gender Fluid Flag’ to me! This should only be White and Red.’

Another England fan wrote: ‘It’s disrespectful and creates division, you of all people should have learned from the actions of Budweiser and Doritos with regards to real people’s reactions to companies like you forcing your opinions and morals on the public. Time to boycott Nike!’ 

And one social media user added: ‘Literally isn’t the English flag tho.. don’t care about any of this woke s****.. but If change colours of a flag, it isn’t that countries flag anymore. 

Someone else wrote: ‘Delusional woke nonsense which isn’t needed or wanted! At £124.99 for an Adult version and £119.00 for a Children version, think they can keep there ‘woke St George’!’

Another said: ‘Since when did Nike have the right to alter our flag? You can’t just ‘playfully update’ a national flag! There would be uproar if they modified the stars and stripes on the United States’ kit. Hopefully zero sales of this shirt until they restore the flag of St George.

‘And now the FA claim the England football shirt flag colours are an homage to the 1966 England training kit. Odd, given that training kit did not use those colours, and had an actual flag of St. George on it. What a PR/marketing mess.’

Sources also told the Daily Telegraph that there was no connection between the new flag colours and the rainbow armband that Harry Kane was banned by Fifa from wearing in support of LGBTQ+ people at the Qatar World Cup last year.

It is thought the flag rejig was the product of a Nike designer which was then signed off by the FA.

While the FA will not disclose which department was involved in the sign-off they too say it is aimed at honouring the ‘classic colour regime of 1966 training gear’ used when England lifted the World Cup 58 years ago, rather than an attempt to diversify the nation’s flag.

The kit was agreed on and entered into the production cycle two years ago. Even if a desire to change the St George’s Cross existed, industry experts say a new kit would take six to nine months to create and distribute.

While a small number could be made for England’s players, such a scenario is highly unlikely given the large volumes of sales already made.

has contacted Nike for additional comment. 

The strip, which was launched ahead of Euro 2024 in Germany this summer, promised to ‘celebrate football heroes of the past with a modern twist’. 

But comments from fans on social media have included ‘avoid, too woke, too expensive’; ’embarrassing, disgraceful’; ‘horrendous’ and ‘Nike Football should sack anyone who was complicit with this idea’.

Various politicians have criticised the design, including Conservative MP Brendan Clarke-Smith who told the Daily Express: ‘Maybe somebody in the design department misheard Three Lions and instead went for three lines on a shirt.

‘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.’

Labour Leader Sir Keir Starmer told The Sun: ‘I’m a big football fan, I go to England games, men, women’s games.

‘And the flag is used by everybody, it’s unifying, it doesn’t need to change.

‘We just need to be proud of it. So I think they should just reconsider this and change it back.’

Reform UK MP Lee Anderson also spoke to the Express, saying: ‘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.’

And former Ukip leader Nigel Farage told GB News: ‘It bears no relationship to the St George’s Cross whatsoever.

‘If the England football team think that’s acceptable, well, why on earth would you be apologetic about Englishness if you’re going to play for England in the European football finals? I think it’s an absolute joke.’

Among the pundits hitting out at the shirt has been former footballer Chris Sutton, who told Mail Sport’s podcast It’s All Kicking Off: ‘It’s such a load of b*****s though isn’t it? To unite and what? Inspire. To unite and inspire by changing a flag?

He added: ‘It’s not the cross of St George, is it? I do understand that there will be people out there who will say it’s not representative when it’s on an England jersey and shouldn’t represent an England jersey. I do understand that.

‘I’m not gonna get angry about that, but for heaven’s sake, could the FA have not just, you know… explained?

‘Why would you even need to explain the importance of getting the right flag? It isn’t representative of an England jersey. I mean, it’s like, on The Apprentice with Lord Sugar, when they get sent out to do tasks, and it looks like a massive cock-up.

‘I’m not going to get angry about that. It’s a kit design. But I do understand there will be a lot of people around the country who are going to say it doesn’t represent England and shouldn’t represent England. And that’s it.’

Sutton continued: ‘You’ve got to ask yourself why do it? Why expose yourself to all this noise and all this commentary? Why do it? Why not just have a red, if you want to have the Cross of St George on the kit, just have the Cross of St George’.

He also said: ‘It’s just dumb. It’s just so dumb. The whole thing is so dumb. Why would they even think about tampering with things?’

Earlier today, talkSPORT host Simon Jordan similarly questioned the decision by Nike and ripped into the ‘virtue-signalling FA’.

He said: ‘I don’t quite understand why Nike want to have a playful brief on our identity. 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. Rather than reclaim it, what we’ll do is put up a meaningless cross that has no value to it and represents nobody.’

Jordan, who is also a Mail Sport columnist, added: ‘No other country would allow this to happen, they wouldn’t allow it to be done on their national shirt.

‘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’.

Nike unveiled England’s new home and away kits on Monday, ahead of this summer’s Euros in Germany.

The kits – which will also be worn by the Lionesses and England Para teams in 2024 – will cost fans up to £124.99 in adult sizes and £119.99 for children.

The Nike home jersey goes with a classic simple white design with a blue trim, while the kit-makers have gone back with a dark blue for the away strip.

Also among those condemning the change was comedian Jason Manford, who tweeted: ‘Oh dear… this is not gonna go down well. What a weird thing to do though. A US company having a cheeky play with another country’s flag.’

Nike has confirmed it will not alter the jersey, which is said to have ‘flown off the shelves’ since its release on Monday.

Insiders have acknowledged the use of clumsy language in a Nike tweet which spoke of ‘a playful update’ which ‘appears on the collar to unite and inspire’ – but there are no plans to change it.

A Nike spokesperson 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.’

Yet another own goal from Nike’s woke warriors: From Mary Earps goalkeeping shirt to partnership with trans influencer Dylan Mulvaney and now St George’s flag overhaul, how US sports giant has been at centre of controversy

Nike was today facing a major backlash over its decision to change the colour of the St George’s Cross on a new England football shirt. 

Fans have blasted the American sports giant for going ‘woke‘ by switching the traditional red cross for one featuring navy, light blue and purple on the shirt which costs up to £125.

But it is far from the only controversy to have hit Nike in recent years, with the £122billion firm repeatedly finding itself in hot water over everything from transgender issues to replica football kits. 

The business is also currently struggling against an exodus of some of its top talent, with Harry Kane, Jack Grealish and Raheem Sterling among the stars to have moved to new sponsors in recent months. 

Below, examines some of Nike’s worst own goals to date.  

Fury at ‘woke’ overhaul of the St George’s Cross for Euro 2024

Sir Keir Starmer today called on Nike to change the colour of the St George’s Cross on a new England football shirt to traditional red amid mounting fury over its design.

The Labour leader said he believed the flag was a ‘unifier’ and insisted the American sportswear company should ‘reconsider’ the controversial decision to modify it.

The company described the overhaul as a ‘playful update’ on the collar to ‘unite and inspire’ fans – but supporters, pundits and politicians criticised the shirt following its launch on Monday and demanded the flag be returned to its original colours.

Now Sir Keir has spoken out about the move, telling The Sun: ‘I’m a big football fan, I go to England games, men 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.’

Neither Nike nor the Football Association (FA) have plans to recall the kit – with sources claiming that the altered flag is a nod to the 1966 World Cup winners.

The FA insists it is aimed at honouring the ‘classic colour regime of 1966 training gear’ used when England won the trophy, rather than diversifying the nation’s flag.

But some heaped scorn over this claim, saying it looks nothing like the training gear worn by Sir Alf Ramsey’s men and demanding the colours are changed back.

Mass exodus of stars including Harry Kane, Raheem Sterling and Jack Grealish

The row over the England flag comes at a sensitive time for Nike, which is witnessing an exodus of its leading talent at the moment as financial realities bite. 

On December 22, Nike punctured the festive cheer by announcing it needs to save a colossal $2billion [£1.6bn] over the next three years as a result of poor sales.

Their efforts to ‘streamline the organisation’ are likely to include job cuts, a simplification of products on offer and increased automation. 

And a trickle-down effect of this announcement now seems to be occurring in the sports world.

England captain Kane began wearing blacked-out boots last summer shortly before his £100million move from Tottenham to Bayern Munich.

It soon emerged Kane had switched from Nike to a lifetime partnership with American footwear company Skechers, who were making their first proper foray into the football boot market.

Manchester United and Argentina defender Martinez swapped Nike for Adidas last year and the German make was able to add midfielder Casemiro recently too.

Last month, United’s Diogo Dalot also parted from Nike and wore bright pink Puma boots in Sunday’s win at Luton.

That follows Manchester City trio Jack Grealish, Mateo Kovacic and Manuel Akanji all heading over to Puma in the past 12 months.

U-turn on selling Lioness Mary Earps’s goalkeeper’s shirt  

There was a huge backlash from fans after it emerged Nike would not be selling a replica version of Mary Earps’s goalkeeper’s shirt during the FIFA Women’s World Cup. 

Replica kits of other Lionesses playing outfield were put on sale – but her’s was not included. 

After mounting pressure, the sports brand released her green long-sleeved Lionesses shirt, only for it to sell out in five minutes. 

Earps later called the initial decision an ‘injustice’ but, asked in December if she thought Nike had ‘learned a lesson’, told Sky News: ‘Definitely. I would like to think so, I’ve been speaking to Nike quite a bit over the course of the year.

‘On this topic, they know that they got this wrong and that’s why they’ve done this correction – a big company like Nike, they wouldn’t do that if they didn’t know it wasn’t right and that there was an injustice there.

‘They did the right thing and, really, I can’t thank the public enough for their support and, really, we wouldn’t be in this position without it.

‘I was really ‘um-ing and ah-ing’ whether to use my voice and to speak on it or not – I thought I was just speaking for a niche of goalkeepers, but it turned out to be support from a group of much wider group of people.’

Sports bra partnership with trans influencer Dylan Mulvaney 

Nike sparked controversy after starting a partnership with transgender influencer Dylan Mulvaney. 

The 27-year-old posted a series of videos and photos to Instagram last year, tagging Nike Women while linking to the products’ pages.

She appeared in a pair of black skintight leggings and a white sports bra, and could be seen striking yoga poses in a sunny backyard.

In an accompanying video, Mulvaney was dancing about the yard in her bare feet doing mock workouts while an upbeat song played over the performance.

Mulvaney on hormones to help her transition into a woman – and has been documenting her change ‘into girlhood.’

Many took to social media to express their outrage that she had been given the sponsorship and not a biological woman, and questioned who the brand was trying to sell its products to with the ads. 

One woman even filmed herself setting a Nike sports bra alight.  

It remains unclear how much money Mulvaney was paid for the postings, but insiders dealing with social media sponsorships previously told DailyMail.com she could be making more than $50,000 per paid post. 

Neither Mulvaney nor Nike responded to DailyMail.com requests for comment at the time.

Allegations of sweatshops and forced Labour 

Nike has long been plagued by questions of their ethics and, in 2011, workers making its Converse shoes at a factory in Indonesia claimed that they were being physically and mentally abused.

Workers at the Sukabumi plant in Indonesia said supervisors frequently threw shoes at them, slapped them in the face, kicked them, and called them dogs and pigs. 

Nike admitted at the time that such abuse had occurred among the contractors that make its high-tops, but said there was little it could do to stop it. 

More recently, in 2021, the company was one of many global brands to be accused of getting supplies from factories using forced labor.

The Conservative Party Human Rights Commission report said that tens of thousands of Uyghur Muslims had been transported to factories across the country to work.

It noted that one of the ‘most shocking new developments’ in the last five years was that forced labor was now used ‘throughout China in factories which are part of the supply chain of major international corporations.’

Nike was named alongside Apple, BMW, Gap, Huawei, Samsung, Sony and Volkswagen

A spokesperson for the company said at the time: ‘We are concerned about reports of forced labor in, and connected to, the Xinjiang Uyghur Autonomous Region (XUAR). Nike does not source products from the XUAR and we have confirmed with our contract suppliers that they are not using textiles or spun yarn from the region.

‘The Nike Code of Conduct and Code Leadership Standards have requirements prohibiting any type of prison, forced, bonded or indentured labor, including detailed provisions for freedom of movement and prohibitions on discrimination based on ethnic background or religion.’

Picking NFL anthem kneeler for 30th anniversary ads  

Nike’s decision to pick NFL star Colin Kaepernick as one of the faces for ads commemorating the 30th anniversary of its Just Do It slogan caused quite the stir.

The athlete sparked national controversy by taking a knee while the US anthem was played before games during the NFL’s 2016 season to draw attention to police killings of black men and other issues. 

The anthem protests, soon embraced by other players, polarized the country.

Nike nonetheless released campaign imagery that featured a close-up of Kaepernick’s face with the message, ‘Believe in something, even if it means sacrificing everything.’

And it did not take long for angry Nike shoppers to announce a boycott – cutting up their socks, burning their shoes, and sharing their outrage on social media. 

Then US president Donald Trump deemed the ad ‘a terrible message.’ 

In the immediate aftermath, the sportswear company felt the hit and suffered a three per cent dip, amounting to a $4billion (£3.1bn) loss. 

Despite the critics, Nike maintained that it supported Kaepernick who remained a divisive figure.

Keir Starmer joins fury at Nike’s ‘woke’ overhaul of new England kit and calls on the sportswear giant to return to the traditional red St George’s Cross

Sir Keir Starmer has called on Nike to change the colour of the St George’s Cross on a new England football shirt to traditional red amid mounting fury over its design.

The Labour leader said he believed the flag was a ‘unifier’ and insisted the American sportswear company should ‘reconsider’ the controversial decision to modify it.

It comes as fans blasted Nike for going ‘woke’ by switching the traditional red cross for one featuring navy, light blue and purple on the shirt which costs up to £125.

The company described the overhaul as a ‘playful update’ on the collar to ‘unite and inspire’ fans – but supporters, pundits and politicians criticised the shirt following its launch on Monday and demanded the flag be returned to its original colours.

Now Sir Keir has spoken out about the move, telling The Sun: ‘I’m a big football fan, I go to England games, men 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 Conservatives account on X later added: ‘There’s only one St George’s cross’ – with an emoji showing the traditional version.