Liverpool have had some weird and wonderful kit launches over the years, including an oversized shirt, a crowd of lookalikes and an ode to The Beatles.
The Reds have had two new strips showcased during pre-season, with a nod to the iconic ‘Candy’ shirt from the 1980s and inspiration drawn from match tickets in the 1970s.
The respective launches were comparably understated to some of the quirky ways of announcing a new kit in the past!
Here is a look at eight of the most weird, wonderful, and memorable launches throughout the years.
An ode to The Beatles – 1996
Liverpool's Stan Collymore and Jason McAteer pose as The Beatles to launch the new Reebok ecru away kit at the club's Melwood Training Ground. (Pic by David Rawcliffe/Propaganda)
Liverpool's Stan Collymore and Jason McAteer pose as The Beatles to launch the new Reebok ecru away kit at the club's Melwood Training Ground. (Pic by David Rawcliffe/Propaganda)
Back in the summer of 1996, Liverpool fans could have been forgiven for wanting to forget all about anything cream-coloured after the FA Cup final suits.
So of course, Liverpool went with a similar (now iconic) ecru colour for their away kit in 1996/97, launching it with a tribute to The Beatles.
Liverpool players pose as The Beatles to launch the new Reebok ecru away kit at the club's Melwood Training Ground. Steve McManaman, Rob Jones, Stan Collymore, Jason McAteer. (Pic by David Rawcliffe/Propaganda)
Liverpool players pose as The Beatles to launch the new Reebok ecru away kit at the club's Melwood Training Ground. Steve McManaman, Rob Jones, Stan Collymore, Jason McAteer. (Pic by David Rawcliffe/Propaganda)
Reds quartet Steve McManaman, Stan Collymore, Jason McAteer and Rob Jones recreated ‘The Fab Four’, donning wigs at Melwood.
Liverpool duo model new kit with… a model! – 1996
Reebok kit launch 1996
Reebok kit launch 1996
That same season, the new home kit also had its launch.
Liverpool pair John Scales and Steve Harkness were pictured alongside model Kathy Lloyd at Anfield, inside an oversized promotional Reebok home jersey – quite the marketing choice…
The comical, ultra-baggy shirt design captures the distinct 1990s football era, compared to the more skin-tight kits we see today.
They were much more forgiving if you were carrying a little holiday weight!
Lookalike Scousers for Reebok – 1997
A year later, it was time for the 1997 Carlsberg “Scousers” campaign – a high-profile print and poster advertisement to launch the 1997–1999 yellow and red away kit.
To generate buzz, the brewery used a massive crowd of lookalikes to ensure the striking yellow colours stood out across sports magazines and billboards.
The perm-and-moustache look, made famous by Harry Enfield’s sketch, is not universally loved by Scousers, though.
Seen as a lazy stereotype from the 1980s, it is difficult to see the campaign being met with as much positivity now.
Adidas returns with 3 kit launches at once – 2006
Liverpool manager Rafael Benitez (centre) stands with Jamie Carragher (left to right), Steven Gerrard, Xabi Alonso and Jose Reina as they display the new kits at Anfield Stadium, Liverpool.
Liverpool manager Rafael Benitez (centre) stands with Jamie Carragher (left to right), Steven Gerrard, Xabi Alonso and Jose Reina as they display the new kits at Anfield Stadium, Liverpool.
Can you believe that in 2006 Liverpool and Adidas launched all three kits at the same time, and had the players model the full kits?!
What a novelty; footballers, stood in the full kit they’re unveiling, on a football pitch.
They made sure to get the big guns, with Steven Gerrard in the classic home kit, Xabi Alonso modelling the away strip, Jamie Carragher in the third/European kit, and Pepe Reina in the goalkeeper shirt.
The launch marked the new partnership with Adidas, 10 years after the first era ended.
Shipping container in Liverpool ONE – 2014
LIVERPOOL, ENGLAND - Thursday, April 10, 2014: Liverpool players Philippe Coutinho Correia, Jordan Henderson, goalkeeper Simon Mignolet and Kolo Toure launch the new Warrior home kit for 2014/2015 at the Liverpool One shopping centre. (Pic by David Rawcliffe/Propaganda)
LIVERPOOL, ENGLAND - Thursday, April 10, 2014: Liverpool players Philippe Coutinho Correia, Jordan Henderson, goalkeeper Simon Mignolet and Kolo Toure launch the new Warrior home kit for 2014/2015 at the Liverpool One shopping centre. (Pic by David Rawcliffe/Propaganda)
Fast forward nearly 10 years to April 2014 and a live event at Liverpool ONE in front of around 1,000 fans was the scene of the 2014/15 home kit launch.
The new strip was created by Warrior and modelled on the all-red 1960s era under Bill Shankly.
Philippe Coutinho, Jordan Henderson, Simon Mignolet and Kolo Toure were all part of the fun, making an entrance from a shipping container like Stars in Their Eyes.
That 2014/15 season wasn’t one to cherish, though, so the kit isn’t exactly remembered too fondly.
A smokey Anfield unveiling – 2015
LIVERPOOL, ENGLAND - Friday, April 10, 2015: Liverpool's Martin Skrtel, goalkeeper Simon Mignolet, Raheem Sterling and Daniel Sturridge during the launch for the New Balance 2015/16 home kit at Anfield. (Pic by David Rawcliffe/Propaganda)
LIVERPOOL, ENGLAND - Friday, April 10, 2015: Liverpool's Martin Skrtel, goalkeeper Simon Mignolet, Raheem Sterling and Daniel Sturridge during the launch for the New Balance 2015/16 home kit at Anfield. (Pic by David Rawcliffe/Propaganda)
The following year, there were echoes of that smoke-filled entrance again (really got their money’s worth), this time at Anfield.
Once again sponsored by Standard Chartered, it was Martin Skrtel, Raheem Sterling and Daniel Sturridge joining Mignolet to show off the strip this time.
LIVERPOOL, ENGLAND - Friday, April 10, 2015: Liverpool's Daniel Sturridge, Raheem Sterling, goalkeeper Simon Mignolet and Martin Skrtel take a selfie during the launch for the New Balance 2015/16 home kit at Anfield. (Pic by New Balance/Propaganda)
LIVERPOOL, ENGLAND - Friday, April 10, 2015: Liverpool's Daniel Sturridge, Raheem Sterling, goalkeeper Simon Mignolet and Martin Skrtel take a selfie during the launch for the New Balance 2015/16 home kit at Anfield. (Pic by New Balance/Propaganda)
The Liverpool quartet walked into the ground in tracksuits before appearing in smoke after a dramatic curtain drop facing the Sir Kenny Dalglish Stand.
A Liverpool Waterfront launch – 2016
LIVERPOOL, ENGLAND - Monday, May 9, 2016: Liverpool's Natasha Harding, goalkeeper Simon Mignolet, Philippe Coutinho Correia, captain Jordan Henderson, Jon Flanagan and Gemma Bonner at the launch of the New Balance 2016/17 Liverpool FC kit at a live event in front of supporters at the Royal Liver Building on Liverpool's historic World Heritage waterfront. (Pic by David Rawcliffe/Propaganda)
LIVERPOOL, ENGLAND - Monday, May 9, 2016: Liverpool's Natasha Harding, goalkeeper Simon Mignolet, Philippe Coutinho Correia, captain Jordan Henderson, Jon Flanagan and Gemma Bonner at the launch of the New Balance 2016/17 Liverpool FC kit at a live event in front of supporters at the Royal Liver Building on Liverpool's historic World Heritage waterfront. (Pic by David Rawcliffe/Propaganda)
It was Jurgen Klopp in charge of Liverpool ahead of the 2016/17 season, and a big occasion greeted the latest kit launch.
Outside the Royal Liver Building, signed footballs were fired into the crowd, with one talented individual even juggling a ball and skipping at the same time.
LIVERPOOL, ENGLAND - Monday, May 9, 2016: Liverpool's Natasha Harding, goalkeeper Simon Mignolet, Philippe Coutinho Correia, captain Jordan Henderson, Jon Flanagan, Gemma Bonner at the launch of the New Balance 2016/17 Liverpool FC kit at a live event in front of supporters at the Royal Liver Building on Liverpool's historic World Heritage waterfront. (Pic by David Rawcliffe/Propaganda)
LIVERPOOL, ENGLAND - Monday, May 9, 2016: Liverpool's Natasha Harding, goalkeeper Simon Mignolet, Philippe Coutinho Correia, captain Jordan Henderson, Jon Flanagan, Gemma Bonner at the launch of the New Balance 2016/17 Liverpool FC kit at a live event in front of supporters at the Royal Liver Building on Liverpool's historic World Heritage waterfront. (Pic by David Rawcliffe/Propaganda)
Meanwhile, key players Coutinho and Henderson were among those modelling the home kit, with Mignolet also donning the goalkeeping attire.
The Belgian was a pro at these occasions by this point!
Alisson surprises fans with guitar performance – 2023
Back in 2023, the 2023/24 third kit reveal took place at the historic Olympia, in collaboration with Boss Night, with hundreds of supporters present for a sold-out gig.
But the kit aspect of it all was a surprise.
Those present saw the club’s third shirt unexpectedly unveiled, with Alisson playing the guitar, accompanied by singer Kieo.
Dominik Szoboszlai and Missy Bo Kearns were also present on a great evening that saw purple make a reappearance on a Liverpool kit.
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Enrique Barcola
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