Nike’s Late U-Turn on Women’s Goalkeeper Jerseys Reflects a Deeper Problem
Nike are going to sell limited replica shirts for England female goalkeeper, Mary Earps. This comes after escalating public outcry over the absence of Women’s World Cup replica goalkeeper jerseys.
In the world of women’s football, the spotlight has grown brighter with each passing year. The 2023 Women’s World Cup was a testament to the undeniable talent and dedication of female athletes who have long deserved recognition and respect.
Yet, despite this surge in popularity and support, one major sports apparel company, Nike, initially chose to sideline a crucial aspect of the game: goalkeeper jerseys. Now, in the face of public outcry, Nike has executed a U-turn, but it feels like a belated attempt to save face.
At the start of the Women’s World Cup, Nike made a shocking decision: they refused to manufacture replica goalkeeper jerseys for female players. This decision left fans, players, and supporters shocked and disappointed.
While they had produced goalkeeper jerseys for male players in recent men’s World Cups, they seemed to believe that “goalkeeper’s shirts aren’t big business” in the women’s game.
This dismissive stance drew immediate criticism and sparked a wave of support for female goalkeepers worldwide.
The focal point of this controversy was England’s exceptional goalkeeper, Mary Earps. Not only did Earps receive the prestigious Golden Glove award for her remarkable performances during the tournament, but she is also FIFA’s reigning best women’s goalkeeper.
Yet, despite these accolades and her significant role in England’s journey to the World Cup final, fans were unable to purchase her replica jersey.
It was a glaring and deeply unfair omission. Nike couldn’t have got it more wrong than they already had.
Notably, the Lionesses’ goalkeeper expressed her disappointment about the lack of availability of her replica jersey. This decision sparked a public petition in support of Earps and ‘all female goalkeepers around the world,’ gathering more than 150,000 signatures.
Limited quantities of goalkeeper jersey
Nike said in a statement: “Nike has secured limited quantities of goalkeeper jerseys for England, Franc, the United States, and the Netherlands to be sold through the federation websites over the coming days, and we are also in conversations with our other federation partners.
“We recognise that during the tournament we didn’t serve those fans who wished to show their passion and support to the squad’s goalkeepers. We are committed to retailing women’s goalkeeping jerseys for major tournaments in the future.”
The initial decision by Nike to omit goalkeeper jerseys was an absolute debacle, magnified by the fact that they had provided men’s goalkeeper jerseys during the recent men’s World Cup.
The justification that goalkeeper jerseys were not a substantial revenue stream is inadequate. While the current move to release a limited number of jerseys is indeed a positive step, it cannot overshadow the fact that the damage was already inflicted.
Nike’s initial stance appeared to convey the message that “female goalkeepers don’t matter,” a sentiment that reverberated negatively across the world of women’s football.
The notion of “limited quantities” remains ambiguous, leaving room for skepticism. The spotlight now shifts to Adidas, a rival sportswear brand, which has been retailing Mary Earps’ Manchester United kit, consistently ranking among their bestsellers.
The juxtaposition is perplexing – if the demand for women’s football jerseys was high enough to register record sales during the World Cup, the procrastination in meeting this demand warrants scrutiny.
While the limited release of goalkeeper jerseys is a step in the right direction, it raises concerns about the commitment of major sports brands to women’s football.
Nike’s initial decision not only undermined the value of female goalkeepers but also sent a troubling message about their dedication to women’s sports. It is crucial that this U-turn sets a precedent for the future of women’s football.
The battle for gender equality in sports extends beyond the playing field; it encompasses merchandise, marketing, and representation.
Mary Earps and female goalkeepers around the world deserve recognition, respect, and equal treatment from the outset.
This incident highlights the importance of supporting women’s sports in all aspects, from merchandise to marketing, and it should inspire other brands to do the same.
