Back to the future as new LFC kit honours legendary Reds manager
Liverpool FC unveiled its new kit for the 23-24 season today (May 5) which gives a firm nod to its legendary manager, Bill Shankly.
The new design is based on the Scot’s last season in charge of the Reds, 50 years ago.
The shirt is described as a classic design in bright Liverpool red, with white contrast collar and cuffs, inspired by Shankly’s 1973-74 squad of FA Cup winners.
On the reverse of the jersey, the 97-emblem encased by the eternal flames sits proudly at the nape of the neck in memory of those children, women and men who were unlawfully killed as a result of the Hillsborough disaster.
The 1973-74 season was Shankly’s 14th and final season as Reds boss, and he steered the team to FA Cup glory. A team which featured Ian Callaghan, Kevin Keegan, Ray Clemence, Roy Evans, Phil Thompson and John Toshack.
The current squad will debut this kit at the final home game of the season against Aston Villa, Anfield’s final game in front of 54,000 before 7,000 more seats are added once the Anfield Road expansion is complete.
To launch the kit, the new video campaign is set in a magical photobooth which transports the current squad back to this specific era of the 70s in Liverpool. The stills campaign also plays homage to the 1970s from a set and styling perspective.
It features men’s team players Henderson, Salah, Nunez, Diaz, Van Dijk, Konate, Alexander Arnold, Robertson, Elliott, Carvalho, Gakpo, Matip, Bajcetic, and women’s team players Kearns, Nagano, Hinds, Van De Sanden, Stengel and Kiernan.
Men’s club captain, Jordan Henderson, said: “The new home shirt is a classic.
“Given the inspiration behind the design, it feels iconic and a nod to the history of this great club. We’re looking forward to wearing it at Anfield for the Aston Villa game.”
Women’s vice-captain, Taylor Hinds, added: “We’re always proud to wear the LFC jersey. It’s always exciting to see the new design and when it has a link to the history of this club it makes it even more special. We’re excited to wear next season.”
Both stadium and match jerseys have Nike’s Dri-FIT technology to help stay cool during intense games or training sessions.
In line with LFC’s The Red Way sustainability programme, the Nike kit is sustainably made, with on the pitch and replica jerseys constructed with 100% recycled polyester fabric, which is made from recycled plastic bottles.
Plastic bottles are collected, cleaned and melted down to produce a high quality yarn for manufacturing and is part of Nike’s wider Move to Zero initiative, with football apparel leading the way in sustainability.
The club’s name and number style for the back of shirt, takes inspiration from the city, with a contemporary take on Liverpool’s historic street signs. The product is printed with water-based inks as a more sustainable option and will be worn for cup competitions and friendlies.
