Liverpool are set to announce a collaboration with iconic shoe and clothing brand Converse as part of the next phase of their retail partnership with Nike.
Converse is Nike-owned and has endured as a lifestyle brand throughout its 115-year history, with its most notable line being the ‘Chuck Taylor’ range of footwear, a shoe that has been a strong part of urban culture in the US for decades.
A short clip on Liverpool and Converse social channels was teased on Monday, with images featuring Andrew Robertson, Fabio Carvalho and Shanice van de Sanden, although an official launch of the partnership is not expected until later this week.
READ MORE: Five signings that could give Jurgen Klopp his dream Liverpool summer transfer window
READ MORE: FSG next move could boost Jude Bellingham hopes despite Real Madrid threat
It is the latest move made between Liverpool and Nike to expand their reach into different demographics and appeal to a wider audience who may not be Reds or indeed football fans but are fans of fashion and culture.
It comes just weeks after the announcement of the collaboration between basketball icon LeBron James, Nike and the Reds, with James, a partner in Liverpool owners Fenway Sports Group and one of the most recognisable athletes on the planet, having worked on a unique clothing collaboration with the club and Nike, where he has a lifetime deal.
The details around what kind of merchandise will be produced in any Liverpool and Converse collaboration are as yet unknown, but in aligning themselves closely with such a well-known global brand it continues to aid Liverpool’s pursuit to become something of a lifestyle brand when it comes to retail.
Paris Saint-Germain, also a kit partner of Nike, have been making a push for the same in recent years, inking partnerships with Nike subsidiary Air Jordan to provide some kits and merchandise that offers appeal to wider demographics. They also opened up a flagship retail store on New York’s famous Fifth Avenue, with Liverpool understood to be considering increasing their physical retail presence in the United States in the not too distant future.
Finding ways to maximise the relationship with Nike is a key tactic in continuing to grow commercial revenue streams at the club.
The Nike deal that began in 2020 sees the US sportswear giant pay the Reds a flat rate annual fee of around £35m, with the real value in the deal lying in the 20 per cent that the Reds receive on the sale of Nike/Liverpool branded merchandise globally. That is anticipated to push the overall value of the deal closer to the £70m mark per year.
In linking up with Converse it is another move that brings the Reds and the NBA closer together, with Converse having their own official link-up with the world’s premier basketball league. And with Liverpool having already established strong links through their association with James, the further strengthening of that relationship could pay dividends when it comes to appealing to a new audience.
“In terms of the wider theme of innovation and bringing two sports together to create new ways of connecting fandoms, there are some interesting themes around all of that,” said Neil Joyce, CEO of the CLV Group, a firm that works with sports teams to help them unlock value in their wider fan bases.
“What is specific is that we believe cross-sport pollination across fandoms are not only good ways to show innovation around the physical stadium and maximising revenues around it, but also by unlocking new audiences in new markets.
“Within our FRI (Fan Relationship Index) report we saw that 70 per cent of NBA fans have a high affinity for European football teams. So, if you were looking to grow the presence of NBA franchises in Europe then European football clubs would be a good starting point to do that, and vice versa.
“What about the younger audience who loves Liverpool but also loves the NBA? What are the opportunities there to open up those new audiences?”
READ NEXT:
- Arthur Melo agent speaks out on Liverpool situation and reveals summer plan
- Liverpool may have to sanction £20m deal as difficult summer transfer decision awaits
- FA must look at themselves over Aleksandar Mitrovic incident after Bruno Fernandes at Liverpool
- Liverpool winger Jurgen Klopp loved knew it was the 'right decision' to leave club
- Diogo Jota makes 'special' revelation about Liverpool icon Fernando Torres
