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Jul 24, 2023

Nike’s stance on not selling Women’s World Cup goalkeeper shirts questioned by Mary Earps

Getty Images Mary Earps has questioned Nike’s statement that defended the company’s decision not to sell replica England goalkeeper jerseys. The Manchester United keeper won the golden glove at the

Getty Images

Mary Earps has questioned Nike’s statement that defended the company’s decision not to sell replica England goalkeeper jerseys.

The Manchester United keeper won the golden glove at the 2023 Fifa Women’s World Cup, where she saved a penalty in the Lionesses’ 1-0 defeat to Spain in Sunday’s final.

Earps has become a firm fan favourite as interest in the women’s game has boomed – including England’s 2022 Uefa Women’s Euros success last summer.

Nike came in for criticism before the tournament when it became apparent replica Earps shirts would not be available.

In a statement released after the final, the kit manufacturer said: “Nike is committed to women’s football and we’re excited by the passion around this year’s tournament and the incredible win by the Lionesses to make it into the final.

“We are proudly offering the best of Nike innovation and services to our federation partners and hundreds of athletes.

“We hear and understand the desire for a retail version of a goalkeeper jersey and we are working towards solutions for future tournaments, in partnership with Fifa and the federations.

“The fact that there’s a conversation on this topic is testament to the continued passion and energy around the women’s game and we believe that’s encouraging.”

On Tuesday afternoon, Earps posted a screenshot of the statement on her Instagram stories, adding the comment: “@Nike is this your version of an apology/taking accountability/a powerful statement of intent?”

In a following post, Earps provided a link to a change.org petition that started in July, calling on Nike to release the goalkeeper shirt and it currently has more than 97,000 signatories.

Prior to the Women’s World Cup, Earps described Nike’s call not to make her Lionesses shirt available to buy as “hugely disappointing and hurtful”. Already a popular player who was named ‘The Best Fifa Women’s Goalkeeper for 2022’, the 30-year-old’s reputation has been further enhanced this summer.

When it became clear last month that Nike would not sell Women’s World Cup keeper shirts, the decision could’ve at best been deemed an oversight from the sportswear giant at the time. However, the company’s latest statement reads as generic and apathetic.

As well as failing to immediately address the issue, Nike’s update suggests a misguided view of women’s soccer. The female game’s time isn’t in the future. It’s right now. Nike has not only suffered a PR gaffe but also risks undermining its wider efforts to promote women’s sport and athletes.

It is impossible to judge exactly how much money Nike would’ve pocketed if it had made women’s goalkeeper kits available. But, by still not doing so, the company faces damaging its reputation in the long run.

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