Lionesses kits for Euro 2025 outsell previous major tournaments

BBC News

29-07-2025

Official Lionesses kits for the 2025 Euros have outsold versions for the previous tournament and the 2023 World Cup, according to Nike.The company, which designs and produces England's kits, says it's seen "particularly strong sales" for children's sizes.It also said on-pitch personalities, particularly Chloe Kelly and Lucy Bronze, had helped to drive purchases. England's victory in the Euro 2025 final was the most-watched TV moment this year and tournament organisers reported record attendances at matches.
Designer and sportswear expert Hattie Crowther says women's kits have come a long way since 2019, when the Lionesses would play in the same shirts as the men's squad.But, she says, more recent versions have been designed "with intention" and with female players in mind."They're fitting better. They're reflecting the fans. The identity. The culture of the game," she says."Fans want to be a part of this."Hattie, who's also a Fashion and Sportswear lecturer at London College of Fashion, says the Lionesses are now "cultural icons" - and that status is reflected in what they wear on the pitch."There's a huge opportunity to design merch and kits and Nike has done it in a way that it speaks to identity, community and representation," she says."It's more meaningful."
Nike came under fire during the 2023 World Cup for failing to stock replicas of goalkeeper Mary Earps' kit.After mounting pressure, including a petition that received more than 152,000 signatures, the company stocked it and the kit sold out within 5 minutes.Hattie was working with Nike at the time and says she and her colleagues "were all confused why that happened." "But I think everyone makes mistakes and they've clearly learnt from it," she says."I don't think it'll ever happen again... that should never have happened."
Hattie says the strong sales of kid's sizes is a sign of the "first generation of kids growing up with women's football in a mainstream environment"."I've gone to a lot of matches myself and it's full of kids," she says. "These kids are seeing their heroes wear these kits and they can be a part of that."It's no longer a niche and the kids are choosing the female players as their role models."A 2023 study by Sport England found there was a surge in girls playing football since the 2022 Euros win. "It's important you see these female athletes," says Hattie. "The women's game is growing. It's really tapping in to a different demographic and it's something I love to see."
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