The new home kit was unveiled today (27 April) in a special film, created in collaboration between Liverpool FC, New Balance and ZAK, New Balance Football’s global creative agency, showing four loyal Liverpool fans who embody what it is to be “Pure Liverpool FC”.
In the video, each of the supporters discuss what the club means to them and tell their own unique story before being surprised with a visit from players past and present, including captain Jordan Henderson, who gift them the new 2017/18 jersey ahead of its 19 May release date.
“This kit is a testament to the periods and events that have made Liverpool FC the club it is today,” said Richard Wright, general manager of New Balance football. “This year’s home kit is the perfect blend of heritage and modern technology, creating a look that is visually stunning and performs at the highest level.”
The new home kit pays homage to the Club’s 125th anniversary with a commemorative crest and Liverbird emblem flanked with ‘1892’ and ‘2017’ embroidered onto the breast of the shirt. To commemorate the tragic events of Hillsborough, the 96 emblem, encased by the eternal flames sits at the nape of the neck.
In creating the kit New Balance took inspiration from previous kits, such as the famous ‘Rome’ 1984 home shirt.
Henderson said: “Our 125th Anniversary is a great moment for us all to celebrate our heritage and this kit really reflects that, especially as it features the anniversary crest - we’ll wear it with pride.”
The campaign for the release was created by ZAK, New Balance Football’s global creative agency.