Nike, the American sportswear behemoth, has found itself at the centre of a storm after unveiling the new England football shirt for Euro 2024. The controversy stems from redesigning the iconic St. George's Cross, with critics accusing Nike of cultural insensitivity and labelling the move as "woke."
However, beyond the artistic debate, this saga has a significant business aspect, including the involvement of American designers, the exorbitant price tag attached to the kit, and the broader implications for Nike's brand image.
