Nike has recently come under fire for not immediately making available a replica jersey for England goalkeeper Mary Earps, following her impressive performance in the Women’s World Cup. This delay in releasing the popular jersey prompted widespread criticism from fans, leading to a petition with over 170,000 signatures urging Nike to make the jerseys accessible to the public.
Although Nike released a replica jersey for Earps on Monday, her announcement on Instagram Story indicated that she had no prior knowledge of the sale. Despite this, Earps expressed gratitude for the overwhelming support she received from her followers. Furthermore, the goalkeeper revealed that the jerseys had sold out on the same day they were made available. However, the shirts are currently not listed for sale on Nike’s official website or through the England Football Association’s website.
When questioned about the jersey’s availability and the controversy surrounding it, Nike declined to provide specific details, refraining from disclosing the number of units sold or whether they had indeed sold out. Nevertheless, the company assured fans that more jerseys would be available for purchase later in the season. This response emphasizes Nike’s intention to meet the demand for Mary Earps’ replica jersey and appease disappointed supporters.
Mary Earps’ impeccable performance in the Women’s World Cup garnered her numerous accolades, including FIFA’s Golden Glove award. Her outstanding talent and achievements contributed to her being named England Women’s Player of the Year. Consequently, the absence of her jersey during the competition left fans and the goalkeeper herself feeling frustrated with Nike’s lack of representation for female athletes.
Nike’s decision to release Mary Earps’ jersey in October, well after the conclusion of the Women’s World Cup, has raised questions among fans and critics. The company offered no explanation for this delayed release. However, it is worth noting that Nike had produced 13 of the 32 team jerseys for the tournament. As a sponsor of the U.S. team since 1995, Nike suffered a significant financial setback when the team made an early exit from the competition. Therefore, the release of the England kits, including Earps’ jersey, provides an opportunity for Nike to recoup some of their losses by capitalizing on the continued popularity of the Women’s World Cup.
Despite the controversy surrounding the delayed release of Mary Earps’ jersey, Nike has reported strong sales performance in its global football category. The company exceeded its sell-through plans and experienced double-digit growth in the quarter ending August 31, which coincided with the Women’s World Cup. This success demonstrates Nike’s resilience and ability to navigate challenging situations, leveraging sports sponsorship as a significant driver for apparel sales.
With the assurance of future availability, fans eagerly anticipate the restocking of Mary Earps’ jersey and the jerseys of other women goalkeepers. Nike must ensure that their commitment to representing female athletes is upheld, and that similar controversies are avoided in the future. The success of the Women’s World Cup and the growing demand for women’s football jerseys present an opportunity for Nike to establish itself as a champion of equality in sports.
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