The JD Sports CEO has revealed he has sold more England away jerseys than home amid the flag controversy.
There was an outcry from fans when they noticed the St George flag on the collar of the home shirt had changed colour.
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Former players and even politicians have expressed their displeasure, with Nike saying the “playful update” was made to “unite and inspire” the country ahead of Euro 2024.
This appears to have had an impact on the club’s sales, with sports fashion retail giant JD Sports noticing more success with the away kit.
Speaking to The Sun, their CEO Regis Schultz explained that this was a first for the company when it came to England’s attire.
“It’s only been two or three days of trading and so far so good, but the only thing we’re seeing is that the away jersey is selling better than the other, whereas usually it would be the opposite.”
The away jerseys are not yet sold, but Schultz explains: “It’s the beginning. We have more jerseys than usual, we had a larger order, maybe that’s why.”
The FA also released a statement, saying a “number of design elements” are a tribute to the 1966 World Cup winning team.
They also said it was not the first time the St George’s Cross had featured different colored designs on Three Lions kits.
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England boss Gareth Southgate appeared to side with fans who disliked the change, although he said it was not a big concern for him.
Speaking earlier this month, the Three Lions manager said: “It’s not at the top of my priority list, it depends what it is.
“I don’t know if the debate is about whether the St George flag should be on the England jersey because that hasn’t always been the case.
“The most important thing that should be on an England jersey is the Three Lions. It’s our iconic symbol.
“It’s what sets us apart not only from football teams around the world, but also from English rugby and English cricket.”
He added: “If you are asking, should we deface the St. George’s Cross?
“In my head, if it’s not a red cross on a white background, then it’s not the St. George’s Cross anyway. It’s a really difficult question to answer.
“It’s probably an artistic vision that I’m not creative enough to understand.”
Aside from the change in flag colors, a large number of fans have expressed their love for the home and away models on social media.
However, another cause for outrage came from the price, with adult shirts going up to £124.99 and children’s shirts going for £119.99.
England debuted their new kit during their international friendlies to give fans a taste of the summer at Euro 2024.
The home shirt made an appearance in their 1-0 defeat to Brazil, with the Three Lions wearing the away kit in the 2-2 draw against Belgium.
Many jerseys are still expected to be sold in the coming months and worn at home and away in Germany as England aim for Euro glory.
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