Last year, the Liverpool shirt – New Balance’s latest installment – was the most popular in the UK, having nearly doubled demand from the 2018/19 tenure when the Reds won the Champions League in Madrid.
However, an 84% increase in demand for Chelsea’s 20/21 home shirt saw the Londoners drop to second place to leave Liverpool in third.
Sales of the Liverpool home shirt are said to be down around 12% from last year’s figures in the UK, with their goalkeeper kit showing a 30% deficit.
The Reds’ third strip, which only went on sale recently, is down 57%, but there is good news for the club’s brand new away shirt.
Liverpool Nike kit released
Liverpool’s bold figure, which “draws on cultural credentials from across the city,” according to Nike, is up 34%, making it the most requested of its kind in the UK right now.
Despite Chelsea’s huge surge, the numbers are generally down across the Premier League, with fans spending less on replica shirts than in the previous five years.
According to data and research from LoveTheSales.com, UK fans spent around £ 23.9million on Premier League kits alone last season, but with demand for club jerseys dropping sharply in the pre- season it is estimated that a loss of £ 15million has been posted.
Inevitably, the coronavirus pandemic has had a huge impact on English clubs and a drop in shirt sales and replica kit profits may have already been expected in conference rooms across the country.
Data suggests demand levels for replica soccer jerseys have been at an all-time low for the past five years, and online searches in the UK have fallen 63% in August compared to 2019.
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“It’s no secret that big money signings, preseason tours and fans at games have a huge impact on August shirt sales for English clubs,” Stuart said. McClure, co-founder of LovetheSales.com.
“Without the last two factors in 2020, the general demand for English football kits has fallen by 63% in one year.
“Much like clothing retailers, football teams need to adapt to the new normal and reach fans through online channels, to keep fans invested in their clubs and products.”
Liverpool’s much-publicized launch of their partnership with Nike in early August had initially projected hugely positive numbers for the Reds, it is believed.
Insiders were said to have been blown away by the early success of the Nike Band, with basketball legend LeBron James promoting the jersey publicly on his Instagram pages to help boost its visibility around the world, particularly in the United States.
LeBron James et Liverpool
Los Angeles Lakers superstar James, who can boast a breathtaking 69.6 million Instagram followers, posted the snap himself in the new Liverpool shirt with the caption “@LiverpoolFC kit vibes #YNWA ” last month.
Liverpool originally planned their contract with Nike to begin in June after winning a High Court case in October against New Balance, which believed their terms gave them a ‘corresponding clause’ to what the Oregon giants had filed at Anfield.
However, given the three-month hiatus on the Premier League season, it has been decided that the Reds should end their winning campaign with the New Balance shirt before Nike takes over on August 1.