Prime Minister David Cameron has waded into the debate surrounding the £90 price of England's World Cup shirt.
Cameron told BBC: "Parents are under enormous pressure to buy the latest kit and we shouldn't be taken advantage of." The PM has a "football mad" eight-year-old son, and supports Aston Villa.
Nike and the FA were under intense pressure to lower the price of the England shirt following the announcement that some shirts would be selling at £90 (€109, $150), but Nike has since moved to calm the uproar.
A recent press release from the US sports giants said: "Nike would like to reiterate that the new England replica shirt is available to fans at £60 RRP (recommended retail price)."
"There is also a limited number of shirts at 90 pounds RRP which represents less than 1 percent of the stock available," it said on its website.
The £90 version of the all-white jersey England players will wear in Brazil features the same material, fit and finish, with enhanced "cooling technology".
Sports Minister Helen Grant has urged Nike to rethink the price of the shirt, and took to Twitter to complain: "On £90 England football shirts for fans, it's not right. Loyal supporters are the bedrock of our national game – pricing needs a rethink."
A spokesman for David Cameron has said that he agrees with Grant's comments: "It is a matter for the manufacturers and the FA, but does he agree with Helen Grant that £90 is a great deal of money for a replica shirt? Absolutely. Would a rethink by the manufacturer be welcomed by all fans? I'm sure that would be the case."
British sports retailer Sports Direct is offering the £60 version of the shirt at a reduced price of £47.99, as it attempts to boost sales by sacrificing part of its profit margin.
The full price of the top-end football kit reaches a staggering total of £127, with the shorts costing £25 and the socks selling at £12.