The sportswear maker invited brand ambassador Wilshere to unveil the picture to his followers earlier today (20 May). He tweeted a photograph of a student at his old school in the national team’s shirt with the post: “Like this kid, my England dream began here, so he was first in #the shirt – England’s new kit from @NikeFootball.”
Nike, which has kept the shirt designs and marketing strategy shrouded in secret until now, retweeted the post to its 1.2 million followers moments later.
The reveal is thought to be the first phase of a wider campaign to promote the kit that was reportedly detailed at an FA event last week. (15 May). The campaign is thought to use the slogan “Country first Club Second” and aims to convince fans to put their support for the national side ahead of their club’s loyalties. The sportswear maker has also launched a video starring Wayne Rooney on YouTube to pomote the kit.
Additionally, Nike has worked with outdoor agency Blow Up Media to create a campaign fronted by Danny Webeck.
It is likely the kit will be worn by the England team for next week’s friendlies against the Republic of Ireland at Wembley and Brazil in Rio de Janeiro.
The kit is the first to be made by Nike since it agreed a five-year £100m deal to replace long-term England manufacturer and subsidiary Umbro last September.