On 1 August, Nike and Liverpool got their new partnership underway, revealing their first-ever home shirt together under the ‘Tell Us Never’ campaign, and to back that up a new advert focusing on the newly crowned Premier League champions has been released.
The recent reveal of the Nike x LFC 20/21 home kit was a big deal. Not only was it the first-ever Nike Liverpool kit, it also represented the start of the partnership between the pair; the beginning of a new era. The fact that the Swoosh has come in at a time when the club have just won their first league title in 30 years is a happy coincidence, and one that the American giants will be only too happy to leverage, as evidenced with the underlying message behind their latest ad, which focuses on the Reds.
The ‘Tell Us Never’ theme encapsulates Liverpool’s mentality of achieving the impossible and always striving for success. It builds on the fact that it’s a club that doesn’t feed off doubt but revels in it; that it’s a place where miracles come for their big night out, culminating in the sign off of “When they hear ‘never’, it’s already done.”
The ad builds on Nike’s ongoing campaign in the world of sport, turning adversity into motivation, negativity into a reason to prove the doubters wrong. And more than anything, it introduces the world to the partnership, giving Liverpool fans a taste of what Nike is all about, the power of the brand, and a hint of what’s to come in the future. Reason to be excited if you’re a Red, as if you need it.
The Liverpool 20/21 home shirt will be available to order at prodirectsoccer.com from 6 August.
