Bringing the type of star power that Reds fans will have been dreaming of since the club signed with the Swoosh, Fenway Sports Group chairman Tom Werner has confirmed plans for Nike to launch a new Liverpool range in association with LeBron James that will “rival” their Air Jordan line.
One of the key reasons that Nike were able to leverage the Liverpool contract away from New Balance was the company’s marketing power and their global reach and influence, promoted by their wider family of superstar athletes and key influencers such as LeBron James, Serena Williams and Drake. But since the deal commenced back in 2020 there hasn’t been a great deal to shout about outside of the regular kit and extended performance collections, although that now looks set to change with news that Nike are set to take things up a notch, thanks in no small part to LFC shareholder, LeBron James.
As well as being one of Nike’s biggest athletes, James is also a massive Liverpool fan and has been a shareholder in the club since agreeing on a marketing deal with Fenway Sports Group in 2011, in which he acquired a two percent stake in the Premier League football club. James and his business associate Maverick Carter later joined FSG as partners early this year as Liverpool continues to grow in value following their recent success. It stands to reason that he would be the obvious choice for any kind of collaboration.
Liverpool chairman Tom Werner has now confirmed as much. Speaking to the Boston Globe about the next chapter in LeBron, Nike and Liverpool’s partnership, he said: “We’re doing a product line with LeBron and Liverpool. Nike is creating seven or eight products that connect LeBron with soccer.
“I don’t know specifics yet, but they’re going to create seven or eight products that rival the connection that Michael Jordan has with Nike.”
James is already emulating Michael Jordan in a number of ways, so the possibility of growing a brand that is linked to a football club makes a lot of sense. Though big enough to rival Jordan? Not convinced by that just yet. Still, exciting times ahead.
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