Returning faulty personalised goods bought online

My 12yr old son wanted to buy a pair of footy boots with his birthday money, we ordered a pair of Nike boots, £40 plus postage, with free personalisation from Lovell Sports.
The boots arrived quickly, personalised with his name, but there are 'dents' in the toes. Although I appreciate this doesn't effect the actual use of the boot, my son wanted a 'perfect' pair (which I feel he is entitled to expect) and so I contacted them to make a return. They said that is was best to take photos and email them. So I did.
I recieved an email from a Product Manager' to say he had spoken to Nike and they said that 'what had happened to the boots would not affect the performance of the boot' Nothing has 'happened' to them, they were made that way!!
Are they totally missing the point that you would not go into a retail outlet and buy a misshapen pair of boots at full price?? A 12yr old isn't concerned about the performance but more like what they look like and that he looks cool and can show them off to his mates!!
So I got on the phone and said he wasn't happy. I have now been advised to return them for the 'Product Manager' to have a look at, and IF they are faulty they will replace them and refund my postage costs.
So what now? What if in their opinion they are ok?
Can anyone advise what my rights are here? Even though the item is personalised, surely their quality control should never have personalised defective boots in the first place??
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