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Earps jerseys sell out day of release after Nike criticism

Written by MOS Editorial Team

Published on 13 October 2023

Nike launched a replica jersey for England’s goalkeeper Mary Earps on Monday following backlash for not offering the sought-after shirt worn by the FIFA Women’s World Cup finalist.

Taking to Instagram on Monday, Earps expressed her surprise at the jersey’s release, thanking her supporters for their “incredible support”.

She also revealed that the jerseys sold out on the same day they were made available. Nike (NKE.N) declined to comment on whether the jersey had indeed sold out or specify the quantity sold. At present, these shirts are not visible for purchase on Nike’s website or through the England Football Association’s website.

Earps’ jersey was only on sale after a Change.org petition garnered over 170,000 signatures, urging Nike to sell Earps jerseys and those bearing the names of other female goalkeepers. The England men’s goalkeeper’s jersey is readily available for purchase on Nike’s website.

Nike did not offer an explanation for U-turn on the decision to release Earps’ jersey.

Nike produced jerseys for 13 of the 32 teams participating in the Women’s World Cup. The revenue generated from England kits increased significantly after the US team, sponsored by Nike since 1995, experienced their earliest ever exit from the tournament, resulting in a substantial loss of earning potential.

Sponsorship in the realm of sports plays a pivotal role in driving sales for sportswear manufacturers. In the previous month, Nike executives informed investors that the company exceeded its sell-through targets and recorded double-digit growth across its global football category in the quarter ending on August 31, which encompassed this year’s 2023 tournament.