Contradicting campaigns: Nike’s decision not to sell women’s goalkeeper kits

Last week, England goalkeeper Mary Earps said that the decision by Nike not to make her goalkeeper kit available for fans to purchase was “hugely disappointing and hurtful.” While Nike have been extremely active in promoting women’s sports through sponsorship and kit supply, this misstep suggests the brand still has catching up to do. In this article, we look at what why this decision has caused frustration and why it always pays to provide.  

Nike has no current sponsorship of female goalkeepers, with reports suggesting goalkeeper kit — which differs from outfield players — is not part of the company’s commercial strategy. With significant pushes to equalise men’s and women’s sport, any exclusionary behaviour on the part of sponsors is inevitably underlined. More than that, it does not appear to make obvious commercial sense. Earps’ Manchester United kit sold out last season via the club’s outlets. She was named the Best FIFA Women’s Goalkeeper of 2022 and England’s Lionesses have seen a surge in popularity since winning the 2022 Euros. That Earps was told one-off manufacturing issues caused her kit to go unsold during the Euros only adds to the mismanaged sponsorship situation.