Adidas has apologised for the controversy over the price of the All Black jersey, but is resisting pressure to make it cheaper.
The recommended retail price of $NZ220 has outraged rugby fans and led to the threat of a boycott from New Zealand's largest sports retailer.
Adidas is a major sponsor of the All Blacks and supplies retailers in New Zealand. It has refused to lower the price of the jersey, even though they are available online internationally for much less.
On Wednesday night the company's New Zealand manager, David Huggett, told viewers of TV One's Close Up programme that it was sorry for the distraction caused.
However, Adidas's managing director for the Pacific region Greg Kerr says it won't be lowering the price it passes on to retailers.
"We believe our wholesale pricing is absolutely fair and reasonable. What happens in the retail landscape, ultimately the retailer will decide."
Earlier on Wednesday, Prime Minister John Key expressed his distaste at Adidas' refusal to lower the price, saying though the situation is a commercial matter for the company, New Zealanders want the jersey at a fair cost.
"New Zealanders want to wear the All Black jersey, they want to wear it with pride. They're not fools, and if they know they can buy it cheaper on an internet website overseas, then they're offended by that.
"I think realistically, I've always found that when you're in a hole - you should stop digging."
But New Zealand Rugby Union's chief executive says he supports Adidas' stance because he advocates choice.
Steve Tew told Checkpoint on Wednesday if people want to go into a retail outlet, get the increased service and pay more that's their decision, or they can go online and buy the jersey for a cheaper price.
Large retailers Rebel Sport and Champions of the World have dropped the price of the jersey by 15% - a move Adidas believes is good for consumers and demonstrates healthy competition in the market.
Meanwhile, a branding specialist in Wellington believes Adidas' refusal will damage its long-term reputation. Brandnew chief executive Dave Bassett says fans will not forget and are likely to steer clear of Adidas products in the future.
