Three Lions won’t be on a shirt this summer with 80% of fans refusing to fork out for an official England replica shirt.
A study, ran by AIRO sportswear, found that two thirds of fans believe major sportswear brands are pricing them out of the game, many now seeking alternative ways to get behind their team.
Retro shirts and second hand offerings would be considered, with a third of fans also opting for an alternative concept kit. And it turns out many also prefer their designs too.
The sportswear brand surveyed 1,000 football fans, asking for their preference between official replica kits and the AIRO concept kits.
From 10 designs, only the official Germany and Brazil strips were preferred to the alternate designs, with almost two thirds (63%) preferring AIRO’s England alternative World Cup kit.
Daniel Jones, marketing manager at AIRO Sportswear said, “We’re delighted our alternative kits have received a positive reaction from fans.
“As official kits get more and more expensive, following exactly the same templates across multiple teams, we decided fans deserved something a little bit different.
"Our goal as a business is to create an affordable alternative for fans who want to support their country but have been priced out of buying the official kits.
“We work closely with supporters on the designs and our mission is to create great designs that allow the ordinary fan to show their colours while watching the match.”
The kit fans preferred most compared to the official strip were Poland, with three quarters choosing the alternate away kit, and Iceland with 78% being unimpressed with the official kit in comparison.
To view the full range of World Cup concept kits by AIRO visit: https://www.airosportswear.com/shop/football