FSG confirms LeBron James lineup for Liverpool to ‘compete’ with Nike’s Air Jordan lineup – Liverpool FC

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Fenway Sports Group chairman Tom Werner has confirmed Nike’s intention to launch a new Liverpool line in association with LeBron James, to “compete” with their Air Jordan line.

LA Lakers forward and NBA legend James joined the Liverpool FSG ownership group earlier this year, increasing his investment in the club dating back to 2011.

Ten years ago James struck a marketing deal with FSG which included a 2% stake in Liverpool, but now he and his partner Maverick Carter are classified as group partners.

It has long been speculated that James ‘ties to the club, their owners and the makers of Nike kits could lead to an expansion of the Reds’ global appeal.

In April, Werner claimed the 36-year-old would be available as a “player’s resource” while the deal with Nike would include plans to promote Liverpool products through James, Drake and Serena Williams.

While James was pictured in Nike’s first Liverpool kit in 2020 and wore workout gear at the LeBron James Innovation Center launch last month, there has not yet been an official marketing campaign.

Talk to the Boston Globe, however, Werner has now confirmed that plans are underway for a new LeBron-Liverpool lineup.

“We are creating a product line with LeBron and Liverpool,” he explained.

“Nike makes seven or eight products that connect LeBron with football.

“I don’t know the details yet, but they will create seven or eight products that rival the connection that Michael Jordan has with Nike.”

Air Jordan is one of Nike’s most recognizable lines, and their association with NBA legend Michael Jordan has seen its use for Paris Saint-Germain kits since 2018.

The Air Jordan logo was seen on their third kit for 2018/19, the away kit for 2019/20, the third kit for 2020/21 and, for the first time, the home kit for the current campaign.

Nike also produced special fourth Air Jordan kits for PSG during this period, with Jordan himself receiving a significant share of the profits.

James is the latest NBA player to achieve worldwide fame, and earlier this year he took Jordan’s place in the Space Jam franchise for the sequel. Space Jam: a new legacy.

It remains to be seen if Liverpool will wear LeBron kits in matches in the future, it is more likely that a separate product line will launch in parallel.

But Nike has already changed the logos used on their offerings for Jurgen Klopp’s side, as this season’s third kit features their classic “Futura” logo rather than the usual “Swoosh”.


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