England's new World Cup kits have become the most expensive in history, with prices rising sharply ahead of the tournament. The adult 'match' shirt, which closely resembles the players' jerseys, is priced at £134.99, an 8% increase from the Euro 2024 kit. Junior versions cost £114.99, while the adult 'stadium' shirt, designed for casual wear, is £89.99, a 6% increase. The price hike comes as inflation has risen, but the kit's cost has nearly doubled the inflation rate. Additional customization, such as adding a name and number, can cost up to £60 extra.
The new kits, manufactured by Nike under a reported £400 million deal with the FA, feature a modern all-white design with 'happy and glorious' inside the collar, a tribute to the national anthem. The away strip returns to red after being purple since 2024. The design replaces the controversial multi-colored St. George's Cross from the 2024 Euro kit, which had sparked backlash.
Meanwhile, Nike's World Cup jerseys for other teams, including the United States, have received mixed reactions. Some fans criticize the designs for being too similar and lacking creativity compared to Adidas' offerings. Others argue that Nike's kits, particularly the USA's, are well-designed. The debate highlights a broader discussion about the aesthetics and pricing of modern football kits.