NIKE'S FIRST EVER LIVERPOOL SHIRT RELEASED
The wait is over! Today, Liverpool Football Club and Nike have unveiled the club’s 2020-21 home kit — the first collaboration of an exciting multi-year partnership between the Premier League, European and Club World Cup champions and the Swoosh sport giants, as Liverpool FC’s official kit supplier.
The partnership represents a significant moment for LFC and Nike. A club steeped in tradition, it has a unique relationship with its city and a dedicated fan base around the world thanks to the team's style and attitude on the pitch.
“We talked back in January, when we first announced the new partnership with Nike, about our expectations on them becoming an incredible partner for the club,” says Hogan. “We’re so excited to be starting this journey with Nike, the global leader in sports apparel and we look forward to working together to bring performance and lifestyle product to our supporters in the year ahead.” – Billy Hogan, Liverpool FC MD and CCO.
The reasoning being the design:
The shirt acknowledges the past, while setting the tone for future collections. Liverpool’s new home kit is comprised of the traditional red jersey and red shorts and socks. The use of a brighter red exudes youth and vibrancy, complementing the traditional white and the introduction of teal to the home jersey.
The red, white and teal has been a traditional colour combination for LFC over the years, particularly as it relates to the traditional club crest. The teal holds a further symbolic connection to the city of Liverpool through the Liver Birds that sit proudly looking over the city, and have been a prominent fixture on the Liverpool Football Club jersey since the club formed in 1892.
“I’ve been part of the Nike family for six years and we have an incredible relationship,” says defender Virgil van Dijk. “I’m very familiar with the quality of the design and innovation that goes into making a kit like this. Stepping out as champions next season in this kit will be really special.”
Other details of the shirt include the 96 emblem on the nape of the neck, which is encased by the eternal flames, sits proudly in memory of the 96 who lost their lives at Hillsborough.
Nike will be creating new ways for fans to get access to product first, connect with their favourite athletes more often, highlight incredible stories from the Liverpool community and champion the next wave of young creatives from the city, all for Nike Members through nike.com and the Nike App.
The partnership with the club will also see Nike committing to support a local community initiative in Toxteth. As part of Nike's Made to Play commitment to get kids moving through play and sport, Nike, alongside the Anfield Wrap, is working with Earl Jenkins and Kingsley United, who play from the Tiber Street Partnership, to lower barriers to entry and offer play and sport-based programming for young people aged 4-16 in the community.
This includes a bursary scheme for a BAME coaching course, a BAME youth leadership forum in partnership with other organisations in the city and for Toxteth-based Kingsley United to create a girls’ team. Nike will also be supporting school holiday and summer camps operated by trained coaches in a safe environment.
The 2020-21 Liverpool FC home kit is available now for Early Access from nike.com and releases August 6 at all retailers. It is also available for pre-order in LFC retail stores and at store.liverpoolfc.com.