shirt. some are taking matters into their own hands. 123,000 have signed a petition demanding a u turn from nike. in the lead up to the world cup final there has been a huge appetite for england merchandise. lionesses shirts surged more than 700% ahead of the big game. it outshone the 400%jump 700% ahead of the big game. it outshone the 400% jump in sales last summer injuly when the women s team took on sweden in the semifinal of the euros, which england went on to win. data indicates google searches for lionesses kit rocketed. by almost 4000% ahead of the world cup final. with that demand, it is crucial major sport brands get it right when it comes to merchandise. they spend a lot of time and money