Reds start the season with record-breaking kit sales

The 2020-21 home and away shirts have seen significant sales numbers since their launch in August, while the third kit – which was launched on general sale last week – has achieved record sales across the online store compared to previous third kits.

When the Reds’ home kit was revealed for the first time on Saturday August 1, the club’s online store experienced its most popular day, with traffic to the site and purchases made significantly higher than ever before.

Brand new this season, the club also launched the Nike Express lifestyle collection along with the training kit, which also saw huge sales across online platforms, breaking records based on previous years.

Working alongside Red Neighbours – the club’s local community programme – LFC is donating 100 home kits to young people in the Anfield area who have made a difference to their local community during lockdown.

The youngsters have been carefully selected by teachers from the 25 schools based near Anfield, local community leaders and the Red Neighbours team for the fantastic contribution they have made to support others in the local area during these challenging times.

Mike Cox, senior vice president, merchandising at Liverpool FC, said: “We have seen record-breaking sales of kit again as we start the new season; even higher than the sales we saw during the start of our previously most successful season last year. This exceeds our own high expectations and shows how our support continues to grow, particularly as our success on the pitch continues.

“Of course, this hugely significant demand has caused some operational complexities for us as we continue to operate under COVID-19 conditions, and it has also meant that we have sold out of some key home kit sizes. However, we’re working very closely with Nike on this and expect to receive a re-stock in October. We thank our supporters for their support and patience.”

For more information, please visit store.liverpoolfc.com.