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Sir Keir Starmer has backed criticism of Nike for changing the cross of St George on the back of the new England kit.

The Labour leader called on the sports manufacturer to switch the multicolour flag back to the original one.

His comments come after a social media storm over the change, with calls on X to boycott the US sports manufacturer.

The row started after Nike posted pictures online of the new England kit which will be used for this summer’s Euro 24 tournament.

While some pictures showed off the ‘away’ kit’s new colour purple, alongside the classic ‘home’ white jersey, one of the X posts showed a new motif featuring a purple, blue, black and red cross on the back of the shirt, which was captioned: “A playful update to the flag of St George appears on the collar to unite and inspire.”

Previously, shirts have often featured the red and white of the St George’s flag.

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Nike's new England kit
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Nike’s new England kit

Thousands of X users have reacted to the new kit, the vast majority negatively, with many attacking it for being unnecessary or “disrespectful”. Some accused Nike of being “woke”, and many urged people not to buy Nike products.

Sir Keir joined in the criticism when asked by The Sun if it was “wrong” to change the colours.

“Yeah, I think it was,” he said.

“As you know, I’m a big football fan. I go to England games – men’s and women’s games – and the flag is used by everybody.

England players wearing the current kit in November 2023. Pic: PA
Image:
England players wearing the current kit in November 2023. Pic: PA

“It is a unifier, it doesn’t need to be changed, we just need to be proud of it – so, I think they should just reconsider this and change it back.”

He went on: “I’m not even sure they can properly explain why they thought they needed to change it in the first place.

“One more thing on that for me, they could also reduce the price of the shirts – I think it’s £130.”

A home team shirt for both men and women costs £124.99 on the Nike website.

A description of the new kit from Nike read: “The England 2024 home kit disrupts history with a modern take on a classic.

Sir Keir Starmer has intervened in the debate on the new England shirt. Pic: PA
Image:
Sir Keir Starmer has intervened in the debate on the new England shirt. Pic: PA

“The trim on the cuffs takes its cues from the training gear worn by England’s 1966 heroes, with a gradient of blues and reds topped with purple.

“The same colours also feature an interpretation of the flag of St George on the back of the collar.”

A number of other prominent voices, including football pundits and politicians, have also criticised the shirt’s design and price.

One social media user responded to Nike’s post to ask: “which other country’s flag you have done this to?”

Another said it was “not yours to mess with”, while a third said: “Looks crap I’ll be wearing my old England shirt even if I get bean juice down it I’d rather wear that than this.”

A person calling themselves “Alfred Ramsay” has set up a petition on the change.org website and, so far, several thousands of people have added their names. The anonymous petition creator says in accompanying text: “I would love to buy this new shirt, but cannot while it shows the Cross of St George defaced… Please change the shirt.”

Nike, which also unveiled a slew of other international kits at the same time, is yet to comment on the storm. Sky News has contacted the company for comment.

England are also yet to comment, other than to publicise the availability of the kits, which went on sale today, on their social feeds.

Euro 2024, which kicks off in Germany in June, is now less than 100 days away, with England and Scotland having qualified and Wales facing Poland on Tuesday for one of the play-off places.

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A scrambled G7 agenda as world leaders scramble to de-escalate the Israel-Iran conflict

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A scrambled G7 agenda as world leaders scramble to de-escalate the Israel-Iran conflict

The return on Donald Trump to the G7 was always going to be unpredictable. That it is happening against the backdrop of an escalating conflict in the Middle East makes it even more so.

Expectations had already been low, with the Canadian hosts cautioning against the normal joint communique at the end of the summit, mindful that this group of leaders would struggle to find consensus.

Canadian Prime Minister Mark Carney carefully laid down an agenda that was uncontroversial in a bid to avoid any blow-ups between President Trump and allies, who of late have been divided like never before – be it over tariffs and trade, Russia and Ukraine, or, more recently Israel’s conduct in Gaza.

But discussions around critical minerals and global supply chains will undoubtedly drop down the agenda as leaders convene at a precarious moment. Keir Starmer, on his way over to Canada for a bi-lateral meeting in Ottawa with PM Carney before travelling onto the G7 summit in Kananaskis, underscored the gravity of the situation as he again spoke of de-escalation, while also confirmed that the UK was deploying more British fighter jets to the region amid threats from Tehran that it will attack UK bases if London helps defend Israel against airstrikes.

Canadian Prime Minister Mark Carney is greeted by President Donald Trump as he arrives at the West Wing of the White House, Tuesday, May 6, 2025, in Washington. (AP Photo/Mark Schiefelbein)
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Canadian PM Mark Carney is greeted by President Donald Trump at the White House in May. Pic: AP

Really this is a G7 agenda scrambled as world leaders scramble to de-escalate the worst fighting between Tel Aviv and Tehran in decades. President Trump has for months been urging Israel not to strike Iran as he worked towards a diplomatic deal to halt uranium enrichment. Further talks had been due on Sunday – but are now not expected to go ahead.

All eyes will be on Trump in the coming days, to see if the US – Israel’s closest ally – will call on Israel to rein in its assault. The US has so far not participated in any joint attacks with Tel Aviv, but is moving warships and other military assets to the Middle East.

Sir Keir, who has managed to strike the first trade deal with Trump, will want to leverage his “good relationship” with the US leader at the G7 to press for de-escalation in the Middle East, while he also hopes to use the summit to further discuss the further the interests of Ukraine with Trump and raise again the prospects of Russian sanctions.

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“We’ve got President Zelenskyy coming so that provides a good opportunity for us to discuss again as a group,” the PM told me on the flight over to Canada. “My long-standing view is, we need to get Russia to the table for an unconditional ceasefire. That’s not been really straightforward. But we do need to be clear about what we need to get to the table and that if that doesn’t happen, sanctions will undoubtedly be part of the discussion at the G7.”

Prime Minister Sir Keir Starmer (right) is greeted by Prime Minister of Canada Mark Carney as he arrives at Rideau Cottage in Ottawa
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Prime Minister Sir Keir Starmer (R) is greeted by Mark Carney as he arrives in Ottawa ahead of the G7

But that the leaders are not planning for a joint communique – a document outlining what the leaders have agreed – tells you a lot. When they last gathered with Trump in Canada for the G7 back in 2018, the US president rather spectacularly fell out with Justin Trudeau when the former Canadian president threatened to retaliate against US tariffs and refused to sign the G7 agreement.

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Since then, Trump has spoken of his desire to turn Canada into the 51st state of the US, a suggestion that helped catapult the Liberal Party beyond their Conservative rivals and back into power in the recent Canadian elections, as Mark Carney stood on a ticket of confronting Trump’s aggression.

With so much disagreement between the US and allies, it is hard to see where progress might be made over the next couple of days. But what these leaders will agree on is the need to take down the temperature in the Middle East and for all the unpredictability around these relationships, what is certain is a sense of urgency around Iran and Israel that could find these increasingly disparate allies on common ground.

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