Nike Charges €110 for World Cup Replica Shirts as Average Jersey Prices Jump 53% Since 2010
Updated
Updated · The Guardian · Jun 10
Nike Charges €110 for World Cup Replica Shirts as Average Jersey Prices Jump 53% Since 2010
3 articles · Updated · The Guardian · Jun 10
Summary
€110 is the average price of an adult Nike replica World Cup shirt, making England, France and Brazil fans the most exposed before the tournament starts in the US.
Dr Peter Rohlmann’s survey found Adidas and Puma replica shirts average €100, while children’s tops cost €85 from Nike versus €80 from Puma and €75 from Adidas.
53% is the rise in the average adult stadium-shirt price since 2010, to €100 from €65; England’s replica shirt has climbed to £90 from £75 at the 2022 World Cup.
18 million to 23 million shirts could be sold during the tournament, with Nike, Adidas and Puma taking nearly 80% of sales, even as brands cite higher material, manufacturing and logistics costs.
30% to 40% of shirts in circulation are counterfeit, according to KitLegit, which said high official prices and cost-of-living pressure are pushing some fans toward fakes or scam sites.