Football shirt manufacturers ‘shunning supermarkets’

Sportswear giant Nike uses a 12-point list of criteria that retailers must comply with, including having staff trained specially in its products and not placing goods near unrelated items. However, this would be very difficult for supermarkets to adhere to.

Asda general manager for toys and sporting goods Paul Crier said: “In the past, the likes of Umbro, Nike, Adidas and Reebok did not want to sell to us direct, so they did everything they could not to.”

Nike defended its policy, saying that it was designed to ensure the correct retail environment for its products. It said: “Nike markets its products in the UK in accordance with a retailer distribution policy, ensuring that the retail environment for the sale of Nike products complies with certain minimum quality standards. Retailers meeting the relevant minimum standards can purchase the relevant Nike products, including football shirts.”