LFC x NIKE 24/25 Home Kit
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Nike has been the Liverpool FC’s official technical partner for the past four seasons, with Zut supporting both Nike and the Club with the creation of content that celebrates the partnership.

For this year’s home kit launch campaign, we drew upon the shirt’s pinstripe design – referencing its historic inspiration by crafting elevated looks that paid tribute to Rome 1984.

We combined the shirt with sophisticated Italian fashion, styling the players in a contemporary-meets-classic way.

Male players appear statuesque – wearing tailored trousers, jackets, overcoats and loafers, while female players sport an androgynous look – with trousers, jackets and coats.

To complement the wardrobe styling, the set channelled an Italianate aesthetic with Venetian-style stucco walls and marble columns.

We also embellished a range of customised props – reinforcing the updated colourway and giving the players items to interact with, such as the red Piaggio Vespa with pinstripe pattern, red and yellow espresso cups and saucers with a pinstripe pattern, red and yellow gelato and pinstripe patterned ice lollies.

Key to the success of this content was developing creative that was engaging to both fans of the club, and the Nike brand, ensuring share-ability and genuine, organic engagement with the audience.