Second retailer drops All Black jersey price

Adidas is continuing to come under fire for its pricing of the All Black jersey. Photo / Brett Phibbs

Champions of the World shops have dropped the prices of replica All Blacks jerseys and All Blacks Rugby World Cup jerseys following fellow retailer Rebel Sport's decision today to cut its prices.

Rebel Sport told NZPA it was slashing the price of replica All Black jerseys by $50 after a meeting with jersey manufacturer adidas today. Adidas refused to back down on the price it sold the jerseys to retailers for.

Champions of the World owner Gary Marshall said its management team decided this morning it would cut the price of the All Blacks replica jersey to $150 and the World Cup jersey to $170, down from $189.99 and $219.99 respectively.

Online prices would change overnight.

Mr Marshall said the decision would cause the chain an estimated loss of $200,000.

Ryos shops on Lambton Quay in Wellington were today selling the All Blacks replica jersey for $190 and the Rugby World Cup replica jersey for $220.

Ryos staff refused to comment to NZPA on whether the chain was considering cutting its prices.

Earlier today, Rugby World Cup Minister Murray McCully has strongly criticised adidas for its pricing of the All Black jersey.

Adidas has refused to budge over the price of its jerseys, which had been retailing here for much more than could be bought overseas.

Yesterday it went on a public relations offensive, suggesting New Zealanders understood they were supporting local rugby when they bought a jersey and saying the price reflected adidas' investment in the game.

But Mr McCully said the sports company was not doing itself any favours.

"One assumes that this year adidas is looking to use their sponsorship to boost the value of their brand, and I think they need to reflect upon that and ask whether the pricing arrangements are contributing to brand-building or detracting,'' Mr McCully said at a press conference this afternoon.

"Clearly this is not doing them any good at all. They're looking to build the value of their
brand and this isn't helping. I would have thought they could work out some pretty obvious conclusions for themselves.''

When asked if it could detract from the goodwill of the tournament, he said: "It's not helping.''

But he said he did not think it would affect ticket sales.

- HERALD ONLINE