Liverpool FC Kit Launch

A football shirt is just a piece of fabric, it is the fans that imbue it with so much more meaning.
The launch of the new Liverpool FC kit was the perfect occasion to bring this insight to life, and to connect their fans with Adidas.
‘We make the shirt. You make it Liverpool FC’, humbly acknowledged the fans' part in their success, and showed how supporters and players exist together to make up the fabric of the club.
Using Adidas.com and LiverpoolFC.com, we launched the kit with a shirt swap, creating a viral as we gave eager fans their first look. A mobile video booth wrapped in the new shirt design filmed fans proudly telling the world why they made it Liverpool FC.
Augmented reality zones were also created in club stores where a dynamic backdrop provided fans with a chance to have their picture taken next to their first-team hero.
The kit launch became the most successful in Liverpool’s history with over 385,000 orders from 121 countries. The campaign received 11m social media and 83m website impressions and went on to win a prestigious MBNA Northern Sports Awards for the Best Digital Marketing Campaign.