In a surprising move, Nike's redesigned England men's soccer team shirt has stirred up a heated debate regarding its altered St. George's Cross emblem and the steep price tag attached to it. The decision to modify the traditional red and white flag color to include purple and blue horizontal stripes has drawn criticism from prominent figures, including Prime Minister Rishi Sunak and opposition leader Keir Starmer.

The new Nike-designed shirt, showcased by players such as England captain Harry Kane, is being unveiled in anticipation of the upcoming European Championship in Germany. Nike claims that the revamped cross, featured on the back of the shirt's collar, is a "playful update" inspired by the training kit worn by the victorious 1966 World Cup squad, England's only major tournament win. As one of the tournament favorites, England's participation this summer has increased the spotlight on the controversial design.

Leader of the opposition Labour Party and an Arsenal fan, Keir Starmer expressed his disappointment with Nike's decision to alter the flag, emphasizing its unifying significance. He called on Nike to reconsider their modification, stating, "It doesn't need to be changed. We just need to be proud of it." Echoing similar sentiments, Prime Minister Rishi Sunak asserted that national flags should be revered and not tampered with, emphasizing their role in representing pride, identity, and national unity.

Despite the backlash, both Nike and the Football Association (FA), the governing body for English soccer, have indicated that they have no plans to backtrack on the design. The FA defended the controversial design, citing previous variations of the St. George's Cross on England shirts and expressing pride in their traditional emblem. A spokesperson for the FA explained that the design elements of the new home kit pay tribute to the 1966 World Cup-winning team, with the colored trim on the cuffs resembling the training gear of those iconic players.

Not everyone, however, sees the issue as a significant controversy. Former England winger and legendary player, John Barnes, dismissed the fuss surrounding the design, remarking, "I think it's a much ado about nothing." Barnes added that he tries to avoid getting entangled in culture wars.

Despite the hue and cry over the design, many fans are more concerned about its price tag. The "authentic" version of the shirt for adults will cost £125 ($155), while the children's version will be priced at £120. This steep price has raised concerns, particularly during a time of economic strain caused by soaring living costs. The Football Supporters' Association has long criticized the high prices of replica shirts, suggesting that kits should come with a "sell-by" date indicating when a newer version will be released.

As the uproar over England's new soccer shirt design continues, Nike and the FA remain unswayed by the criticism. With the controversy shedding light on both the alteration of a cherished symbol and the affordability of team merchandise, the debate surrounding the revamped shirt's design is likely to persist in the lead-up to Euro 2024 and beyond.