This month sees the release of Liverpool FC and Converse’s second joint limited-edition product capsule collection.
This new capsule collection takes cues from Liverpool FC’s storied past and combines them with the diversity and inventiveness of today’s soccer supporters from all around the world.
The colors, buildings, and fonts of Liverpool FC served as inspiration for the Fall Holiday 23 Liverpool FC x Converse collection.
The club’s loyal fan base served as inspiration for the inaugural limited-edition capsule collection. The second line from the Liverpool FC x Converse collaboration honors the club’s fans and the anthems of Anfield while celebrating its rich past and promising future.
Converse created a platform for highlighted LFC fans to collaborate with Converse in the development of the ad, marking the transition from inspiration to action in the related campaign “Creating from the Ground Up.”
“Building on the success of the Liverpool FC x Converse partnership, we couldn’t be prouder to launch the FH23 collection and campaign, which celebrates the rich history of Liverpool FC, whilst bringing to the forefront the creativity of LFC fandom,” said Steven Bramble, Vice President and General Manager of Converse Western
“To feature LFC fans’ creative work in the campaign is the natural evolution of ‘Creating from The Ground Up’ and really does enable, celebrate and support creativity in all its forms.”
We are thrilled to introduce this second collection in partnership with Converse,” said Liverpool FC’s senior vice president of marketing Mike Cox. The opportunity to work with the brand has allowed us to provide our fans with something fresh and interesting. It’s also a way to show our appreciation for and promote the unique talents of all of our fans.
The campaign stars a diverse group of artists and lifelong Liverpool fans, including members of the men’s and women’s teams (Darwin Nunez, Missy Bo Kearns, and Taylor Hinds) as well as multi-discipline creative Dredz, singer/songwriter Pixey, and artist Sterling Rose Kelly.
Together with leaders from Homotopia, an LGBT+ arts and social justice organization located in Liverpool and a Converse social and community impact partner, Sterling, Pixey, and Dredz have helped steer the campaign’s creative direction.
All the way until 2023, Converse will be funding Young Homotopia’s Creative Skills project. Homotopia artists and LFC supporters Olivia Graham, Margie Houlston, Sian Bennett, Kolade, and DJ Lauren Lo Sung have contributed to the campaign’s concept.
The Liverpool FC x Converse relationship seeks to unite fans who are working to create a more open, creative, and varied football community, and this inventive method is indicative of that goal.
