Euro 2025 Lionesses Kits Outsell Previous Tournaments

Official Lionesses kits for nan 2025 Euros person outsold versions for nan erstwhile tourney and nan 2023 World Cup, according to Nike.

The company, which designs and produces England's kits, says it's seen "particularly beardown sales" for children's sizes.

It besides said on-pitch personalities, peculiarly Chloe Kelly and Lucy Bronze, had helped to thrust purchases.

England's triumph successful nan Euro 2025 last was the most-watched TV infinitesimal this year and tourney organisers reported record attendances astatine matches.

Designer and sportswear master Hattie Crowther says women's kits person travel a agelong measurement since 2019, erstwhile nan Lionesses would play successful nan aforesaid shirts arsenic nan men's squad.

But, she says, much caller versions person been designed "with intention" and pinch female players successful mind.

"They're fitting better. They're reflecting nan fans. The identity. The civilization of nan game," she says.

"Fans want to beryllium a portion of this."

Hattie, who's besides a Fashion and Sportswear teacher astatine London College of Fashion, says nan Lionesses are now "cultural icons" - and that position is reflected successful what they deterioration connected nan pitch.

"There's a immense opportunity to creation merch and kits and Nike has done it successful a measurement that it speaks to identity, organization and representation," she says.

"It's much meaningful."

Nike came nether occurrence during nan 2023 World Cup for failing to banal replicas of goalkeeper Mary Earps' kit.

After mounting pressure, including a petition that received much than 152,000 signatures, nan institution stocked it and nan kit sold retired wrong 5 minutes.

Hattie was moving pinch Nike astatine nan clip and says she and her colleagues "were each confused why that happened."

"But I deliberation everyone makes mistakes and they've intelligibly learnt from it," she says.

"I don't deliberation it'll ever hap again... that should ne'er person happened."

Hattie says nan beardown income of kid's sizes is simply a motion of nan "first procreation of kids increasing up pinch women's shot successful a mainstream environment".

"I've gone to a batch of matches myself and it's afloat of kids," she says.

"These kids are seeing their heroes deterioration these kits and they tin beryllium a portion of that.

"It's nary longer a niche and nan kids are choosing nan female players arsenic their domiciled models."

A 2023 study by Sport England recovered location was a surge successful girls playing shot since nan 2022 Euros win.

"It's important you spot these female athletes," says Hattie.

"The women's crippled is growing. It's really tapping successful to a different demographic and it's thing I emotion to see."