Liverpool FC is taking the latest step in a club-wide “digital transformation” with the launch of its new online store.
Hannah Pym, SVP of Marketing and Digital at the club said that the new platform offered enhanced personalisation and curated product recommendations, we all as improved performance and load times.
“This is an important step in the evolution of our digital retail experience and has been designed to make it easier than ever for supporters around the world to discover and shop our collections,” she explained.
“With a faster, more personalised experience across every device, the new platform reflects our commitment to innovation and providing a best-in-class experience for our fans globally.
“This is just one of a number of digital upgrades we’re currently focused on as we continue to build out the wider digital fan experience, making it easier and more seamless for supporters to connect with the club wherever they are.”
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The platform’s launch coincides with the release of its third kit.
Inspired by famous nights from its European footballing history, it is black, with maroon detailing and matte silver accents, “paying tribute to the atmosphere created by supporters under the lights at Anfield.”
Designers said that the “subtle all-over graphic brings texture and movement to the shirt and takes inspiration from the collective energy of the crowd.”
The club has also released a campaign film “Feel the Anfield Effect” featuring Virgil van Dijk, Florian Wirtz, Ryan Gravenberch, Alisson Becker, Rio Ngumoha, Ceri Holland and Grace Fisk, and narrated by award-winning actor and lifelong Reds fan and Adolescence star Owen Cooper.