Sir Keir Starmer has called on Nike to change the colour of the St George’s Cross on a new England football shirt to traditional red after a row over its design.

The Labour leader said he believed the flag was a “unifier” and insisted the sporting brand should “reconsider” the decision to modify it.

The call comes after Nike revealed it had altered the cross using purple and blue horizontal stripes in what it called a “playful update” to the shirt ahead of Euro 2024.

The US firm said the colours were inspired by the training kit worn by England’s 1966 World Cup winners.

The England 2024 home kit disrupts history with a modern take on a classic

Sir Keir told The Sun: “I’m a big football fan, I go to England games, men and women’s games, and the flag is used by everybody. It is a unifier. It doesn’t need to be changed. We just need to be proud of it.

“So, I think they should just reconsider this and change it back. I’m not even sure they can properly explain why they thought they needed to change it in the first place.”

Some football pundits and fans have criticised the design and price of the shirt since it was launched earlier this week.

An “authentic” version costs £124.99 for adults and £119.99 for children while a “stadium” version is £84.99 and £64.99 for children.

The Labour leader also called on Nike to reduce the price.

A Nike spokesperson previously told media outlets: “The England 2024 home kit disrupts history with a modern take on a classic.

“The trim on the cuffs takes its cues from the training gear worn by England’s 1966 heroes, with a gradient of blues and reds topped with purple. The same colours also feature an interpretation of the flag of St George on the back of the collar.”