Tag: Liverpool FC

United Kingdom – Liverpool Football Club (LFC) is reuniting with adidas, striking a multi-year partnership anew. The sportswear giant is set to kick off its deal with LFC in August 2025.

Marking the return of an iconic partnership, adidas will be the club’s official kit partner, seeing the brand supply match kits, training gear, and apparel to all teams and staff.

The partnership rekindles a connection that spans some of LFC’s successful periods from 1985 to 1996 and 2006 to 2012. The previous kits were among fan favourites as they adorned the iconic three stripes.

This marks LFC’s third partnership with adidas.

The new adidas Liverpool kits will be revealed through the brand and club’s channels. They will be available for purchase starting August 1, 2025.

Liverpool is currently in partnership with adidas’ competitor Nike, with the deal set to conclude in July after five years.

Billy Hogan, CEO of Liverpool FC, said, “Everyone at the club is incredibly excited to welcome adidas back into the LFC family. We have enjoyed fantastic success together in the past and created some of the most iconic LFC kits of all time. adidas and Liverpool share an ambition of success and we couldn’t be more excited to partner together again as we look forward to creating more incredible kits to help drive on pitch performance. We’d like to thank Nike for their support over the last five years and wish them well for the future.”

Bjørn Gulden, CEO of adidas, commented, “We are extremely excited that adidas and Liverpool Football Club are teaming up once again. The club is one of the biggest and most iconic names in world football with a huge fan base. The jerseys worn during previous partnerships are some of the greatest ever created. We are honoured to once again provide the players with cutting-edge technology to perform at the highest level and are looking forward to creating more classics for the fans.”

USA – Japan Airlines (JAL) has teamed up with global digital marketing firm Jellyfish to launch its latest global brand campaign, ‘You Mean the World,’ starring Liverpool FC players.

Japan Airlines’ (JAL) new campaign highlights its commitment to ‘omotenashi,’ Japan’s tradition of selfless hospitality, emphasising personalised service for every traveller. It aims to make every passenger feel valued, whether in the air or on the ground.

The campaign draws parallels between travel and football, featuring Liverpool FC players to symbolise shared experiences and JAL’s dedication to exceptional service.

As the official airline partner of Liverpool FC, JAL’s campaign features players Dominik Szoboszlai, Darwin Núñez, and Jenna Clark in visuals incorporating symbolic elements such as crane feathers for tranquillity, butterflies for travel excitement, and cherry blossoms for renewal. Developed through 3D scans by Mayda Creative Co., the imagery combines traditional and modern design influences.

Minako Kent, managing director of global marketing at Japan Airlines, said, “Our new overseas advertising campaign aims to inspire potential travellers and showcase the exceptional service that can be expected when travelling with us to destinations around the world. We also want each and every customer to know how much they are valued through a simple yet sincere message expressing that they mean the world to us.”

Mayumi Tatsuta, VP creative at Jellyfish, added, “Our goal was to capture the magic of travel through Japan Airlines’ lens of omotenashi. This campaign celebrates those unforgettable moments where care, comfort, and wonder converge.”

The You Mean the World campaign has launched across connected TV, online video, social media, and digital out-of-home platforms in the UK, US, Thailand, and Singapore.

Jakarta, Indonesia – Popular English football club Liverpool FC has announced the opening of its first standalone retail store in Indonesia, located at the second floor of the Pondok Indah Mall 2 in Jakarta. The opening was marked with a special fan event attended by former Reds star Patrik Berger.

The new concept, which is being rolled out globally, has new elements based on supporter insight and what they wanted to improve in-store, such as stronger signposting of product.

Moreover, The inside of the store mirrors the club’s Liverpool ONE location in Liverpool city centre with the same rebranded look and feel. Interior design elements are inspired by the architectural history of the home city, featuring metal and brick elements.

Launched as part of the new retail partnership, which was announced in May this year, the standalone store working alongside PT Kanmo Weston Retailindo is another milestone for the retail team expanding its international footprint in Asia. This follows news of LFC’s first retail partnership in South Korea with Over the Pitch and official retail partnership with All Star Partners (ASP) in China last year.

Mike Cox, senior vice-president for merchandising at LFC, said, “It’s fantastic to see the new store in Jakarta open so soon after announcing our new partnership in Indonesia with the PT Kanmo Weston Retailindo group. The reception from the local fans has been incredible. 

He added, “Having a retail presence here brings them closer to the club and an important part of our global football family. The new store in Asia continues to support our ambitious plans to grow our international retail presence in key markets across the continent.”

Meanwhile, Manoj Bharwani, managing director and co-founder of Kanmo Group, commented, “After the announcement in May and much anticipation among fans, we are thrilled to open the first official Liverpool FC store in Indonesia, located in Pondok Indah Mall 2. We hope this store, which provides official and authentic merchandise from the football club, will bring the Liverpool FC fan community in Indonesia even closer.”

Lastly, Rajbir Chopra, sales director at Sports Fashion, stated, “Weston Corp has been around for decades and our strength in football is second to none in this region. Our partnership with Kanmo is synergy of two companies that have a rich history of both retail experience and knowledge in the sports industry. This partnership with Liverpool Football Club is an exciting beginning for both Weston Corp and Kanmo, and most importantly the fans in Indonesia.”

The shop will house official LFC merchandise including the recently launched LFC Nike home kit, training and lifestyle range plus hundreds of exclusive LFC label products. Jerseys can be printed in-store with players from the current LFC men’s and women’s teams or bespoke to your own name.