Remember the Paris Olympics outfit fiasco? It might just be the biggest apparel controversy in the history of the sport, and we mean that. Nike’s costume design for Team USA was such a major letdown that numerous athletes, including former stars, publicly called them out for being lazy and inconsiderate. Despite Nike’s attempts to defend their choices, the backlash seriously damaged their reputation. But have they learned their lesson? After seeing Dina Asher-Smith and Team GB’s stunning new kit, fans are not convinced.

Taking to their X handle, Track & Field Gazette revealed Team GB’s kit for the upcoming 2025 World Championship in Tokyo. And what caught the fans’ attention was that the designs are strikingly similar to what the US and UK athletes wore at the World Athletics Relays, and the design appeared blatantly lazy.

Last year, Nike made a major goof-up by designing outfits for Team USA that female athletes specifically criticized as being downright revealing and not up to the mark performance-wise. Well, even if we leave the athletes out of the equation, Dwayne Johnson’s ex-wife, Dany Garcia, came forward to lash out at Nike for their subpar designs.

On her Instagram handle, she stated, “I know this story has been out for a beat, but seriously, who the F was in the room when they were convinced this was a good idea ???? Who didn’t speak up??!!!” After immense backlash, Nike was forced to give a statement. “We showcased some of the new Olympic uniforms at the Nike On Air experience in Paris. But, as we are a few months from the Games and working with limited samples in a limited format presentation, not all looks and styles were featured,” revealed Nike through email.

Nike issued a statement assuring the audience that female runners were not limited to the collections and that the new lines include 50 more styles to choose from, including shorts. However, the damage was already done by the time Nike released the statement. People thought they would have learned from the backlash, but have they?

Fans rip apart Nike for their new Team GB outfit for the World Championship in Tokyo

Nike has been called out by many individuals, athletes, and even journalists for their bland designs that don’t resonate with national pride. After the Paris Olympics goof-up, it appears they are on a streak to ensure they receive criticism for their designs. It all started when a fan outright rejected the new designs with a one-word remark: “Yuck.” 

Remember the World Athletics Relays? In that event, Nike partnered up with both the US and the UK to design their costume, and guess what, both of them were awfully similar. Looking at this, a fan wrote, “Eh copy paste America lol.”  It was such a disaster that even Olympian Rori Dunk took to his X to write, “There’s something similar about the USA & Great Britain’s competition jersey …Can’t quite put my finger on it.” 

Another social media user shared the same thoughts, stating that Team US will have the same design. “The US will be about the same.”  It must be noted that Team GB’s new design is quite similar to what Team US had at the Paris Olympics; thus, experts are raising eyebrows over the lack of creativity.

One comment even went historical. “Glad they aren’t wearing purple anymore for some reason.” Well, makes sense! 2022, 2023, 2024 – all the World Championships events had tinges of purple in their outfits. Now that they are finally going with blue, fans are trying to see certain silver linings in the clouds.

Furthermore, one of the fans straight out stated, “Who cares?” 

Last but not least, we finally see some appreciation from a fan, “Hardd!” But was it appreciation or a sarcastic jab? What do you think?

The constant criticism has been making noise globally, and this is bad for Nike’s brand value, especially as they are already facing stiff competition from Adidas. Will this criticism lead to any change at Nike, or are we about to witness more of the same?