Many clubs have branched outside the conventional sportswear brands to embrace the lifestyle side of the game. The likes of Man City have collaborated with the likes of DSquared2 as another example though for Liverpool, they've linked up with Levi's as they look to cross cultures and spread the cultural game through the holy trinity of football, lifestyle and music.
Seen as two organisations dedicated to making a difference around the globe, the long-term partnership will focus on supporting local communities and giving back to fans through football, lifestyle and music. As the centrepiece of the partnership, the renowned Levi's® Music Project will be making its way to Liverpool. Working with arts and music community centre, Liverpool Lighthouse in Anfield, and Sound City music festival, the Levi's®Music Project studio will open in November to provide local youngsters a unique opportunity to develop their musical abilities.
Over the course of the project, the youngsters will take part in various masterclasses and workshops with artists and industry experts, with the first milestone being an unforgettable performance at the Sound City music festival in May 2019. During the partnership, Liverpool FC will work closely with Levi’s® to develop the music project within the local community, while collaborating on additional projects to help fans show their authentic style in their everyday lives, including an exclusive Levi’s® x LFC capsule collection.
Billy Hogan, Chief Commercial Officer, Liverpool FC said: “Liverpool and Levi’s® have always shared a special passion for supporting communities and making a difference, the partnership between the Club and Levi’s® is a reflection of this bond. “We are very much looking forward to a bright future working with Levi’s®, which will enable Liverpool FC to continue giving back to our local fans.”
Richard Hurren, Vice President North Europe, at Levi’s, said: “With the city’s history of music, Liverpool FC’s fundamental connection to the community, and our core values of giving back, expanding the Levi’s® Music Project to Liverpool is the perfect way to connect the two partners and demonstrate shared values. “Having worked with communities across Europe, the Levi’s® Music Project is a long-term commitment that aligns with our key values, that giving back never goes out of style.”
Launched in 2015, the Levi’s® Music Project partners with the music industry’s most relevant artists, industry experts and professional educators to provide access to music for the next generation, in the communities where it can make the biggest difference. Past projects in the UK has seen the brand collaborate with Skepta, Everything Everything and Mist.
Expect big things from two brands in a city so rich in creative culture.
