Lionesses Kit Breaks Sales Records

Nike has reported that official England Lionesses kits for Euro 2025 have outsold those from both the 2022 European Championship and the 2023 Women’s World Cup, marking a new high in fan demand and engagement.

The sportswear giant revealed that children’s sizes have seen especially strong sales, with players like Chloe Kelly and Lucy Bronze proving to be key drivers of merchandise interest thanks to their standout on-pitch performances and public profiles.

England’s dramatic victory in the Euro 2025 final, the most-watched TV moment in the UK this year, capped off a tournament that also broke attendance records. The surge in popularity has translated into greater demand for merchandise that resonates with fans.

Fashion and sportswear expert Hattie Crowther, who lectures at the London College of Fashion, said that the Lionesses' kits have evolved dramatically since 2019. Unlike previous tournaments where the team wore men's kit designs, the current editions are tailored specifically for women.

“They’re fitting better. They’re reflecting the fans, the identity, the culture of the game,” Crowther said. “Fans want to be a part of this.”

She added that the Lionesses are now more than just athletes—they are cultural icons, and their kits carry deeper meaning, representing community, identity, and inclusion.

Nike’s approach to design, she noted, has made these kits more than just sportswear—­they’­ve become a symbol of the growing influence and visibility of women’s football.