They say there’s no loyalty in football anymore; New Balance will certainly be feeling that statement may be more fact than fiction as, even despite their best efforts to extend their current kit deal with the reds, the European and current Club World Champions have sealed a kit deal with American giants Nike.

New Balance have been producing kits for the red half of Merseyside for the past five years, around half the time that Fenway Sport Group have been at the helm. As an American company themselves, New Balance had a good relationship with Fenway Sports Group, who are also the parent company for the Boston Red Sox. But with Liverpool now favourites to win the Premier League this season, as well as battling to retain their Champions League trophy, the club has come back from the brink at the start at the decade to become one of the best football teams in world football. And with success, comes popularity.

Fenway and Liverpool F.C believe that their market is growing. They want to increase distribution of their kits across Europe, as well as America, Africa and after securing the signing of Takumi Minamino, their first ever Japanese player, they have set their sites on breaking into the Asian market – a market that they felt Nike ha da much better distribution structure already set up than New Balance, who have been known to have distribution struggles across the states.

World Domination

With Liverpool F.C now talked about around the world, it makes sense for the giants of kit manufacturing to try and get in on the action. Nike are one of the most recognisable names around the world, with one of the most iconic logos that exists today and from the 1st June 2020, that same logo will be on the front of every men’s, women’s and academy squad kits, as well as the coaching staff gear and Liverpool Football Club Foundation.

From this we can expect to see plenty of LFC/Nike gear including, football boots, apparel and trainers. Keep it Laced for more information on when new Nike looks drop using our online trainer’s platform.