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The Lead As the World Cup kicks off, fans of teams sponsored by Nike are facing the highest costs for replica shirts, with prices significantly higher than those of Adidas and Puma. The price surge has fans feeling the pinch, with some opting for counterfeit shirts. Nike's Pricing Strategy According to market research by Dr. Peter Rohlmann, an analyst specializing in football merchandise, Nike's replica shirts for England, France, and Brazil cost €110 (£95) for adults. In contrast, Adidas' and Puma's shirts for Spain, Germany, Scotland, and Portugal cost €100. Children's tops follow a similar pattern, with Nike charging €85, Puma €80, and Adidas €75. The Data Analysis Adult Nike replica shirts: €110 (£95) Adult Adidas replica shirts: €100 Adult Puma replica shirts: €100 Children's Nike replica shirts: €85 Children's Adidas replica shirts: €75 Children's Puma replica shirts: €80 The Impact Analysis The price differences are particularly notable in the UK, where fans of England are being charged £15 more for a standard Three Lions shirt than fans of Scotland. The prices have increased significantly over the years, with the average price for an adult stadium shirt across all teams rising by 53% since the 2010 World Cup in South Africa. The Prediction As fans face higher prices, some are turning to counterfeit shirts. According to KitLegit, an app that verifies football shirts, 30-40% of shirts in circulation are counterfeit. The company's co-founder, Ben Houston, warns that buying fakes can lead to disappointments, including poor quality shirts or unexpected customs and tax payments.