Liverpool FC has signed its first ever Official Denim Partnership with US designer Levi’s.
The deal is the first of its kind not only for Liverpool FC, but also for Levi’s, which has similar partnerships on the continent and in North America, but not previously in the UK.
In February this year, Levi’s inked a new Proud Style Partner deal with Major League Soccer club Philadelphia Union, which allows Levi’s to outfit the team’s staff on match days.
San Francisco-based Levi’s also has similar deals with Ligue 1 champions Paris St. Germain and Bundesliga club FC St. Pauli.
Levi’s partnership with Liverpool, however, will focus primarily on outreach, with the company bringing its Levi’s Music Project to Anfield, in collaboration with arts and community centre Liverpool Lighthouse.