LFC 19/20 Home Kit Launch

New Balance Football

LFC Home Kit Launch for New Balance Football.

Launch Film
Instagram Tease


Our challenge was to fuse football and youth culture, making New Balance’s kits appeal to a new younger audience, whilst not alienating the tribalist fans who have supported LFC for years.


The Game Is Life – football is influencing our younger audience through more ways than just the 90 minutes on a Saturday; it’s seen in high fashion, gaming, music, social commentary and beyond. Football is an ever-present in their lives and harnessing relevant touchpoints helps build relevance and, ultimately, consideration to purchase.


We created a launch film, showcasing how Liverpool players & fans are ‘Living It’ in every aspect of their lives. We researched key stories from each club, the surrounding city and delved into the inspiration of the design of the new kits to show the modern culture behind the club.

We also shot a series of stills for retail key arts and social, which leaned into the lifestyle side of football. Heading out of the studio and shooting in and around the city, we created a suite of assets which felt authentic and relatable for the fans, bringing the club and players closer to their everyday lives.


The assets were distributed globally for social, retail and outdoor. We are currently awaiting the campaign’s results.