Sportswear company Nike came under fire on Tuesday after England World Cup shirts went on sale for a price of up to 90 pounds ($150) ahead of this year's tournament in Brazil.

The US company said the top price was for a limited ­edition shirt which was an ­exact copy in terms of material, fit and finish of what the England players will wear. A more basic replica shirt costs 60 pounds.

British newspapers ­branded the shirts a "rip-off" but Nike's German rivals adidas and Puma are charging similar prices for the shirts of major countries they are supplying at the World Cup.

Fans in London said they would be reluctant to pay so much for an England shirt.

"An ideal price would be 30 to 40 pounds, which is acceptable," said Greg Brown, 35.

The England shirt is usually a big seller with fans who take pride in wearing the national team shirt during major tournaments and the pricing added to broader concerns that supporters are being exploited for their loyalty.

"The anger generated by the 90-pound price tag for an adult England shirt is symptomatic of a wider issue of the game's traditional fan base being edged out by the growing costs of being a supporter," said opposition Labour party sports spokesman Clive Efford.

Adidas and US rival Nike are battling for supremacy in a soccer kit industry worth more than $5 billion annually. Puma is the third-ranked player.

Nike is supplying 10 of the 32 finalists including hosts ­Brazil. Adidas has nine teams and Puma is kitting out eight.

Reuters - Global Times