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Campaign ME

Liverpool FC, adidas light up Burj Khalifa, reuniting after 13 years

Liverpool FC and adidas have presented the club's new home and away jerseys in a special campaign, marking the first time in 13 years that the two brands have teamed up. Having previously teamed up through some of Liverpool's most iconic eras from 1985-1996 and again from 2006-2012, the three-stripes return to provide players and fans with cutting edge performance technology and lifestyle apparel from this season. The campaign witnessed the brands light up the Burj Khalifa to mark the launch of the new kit, following which the content captured from the collaborative brand shoot in Egypt and the Burj Khalifa launch was rolled out across owned social media channels in the Middle East region. For the Burj Khalifa reveal, the brands partnered with media agency Havas Middle East and production house GOOD Stills. The Liverpool FC kit launch was also brought to life through a special adidas shoot, in partnership with production house Monica Abadir Art Productions in the heart of historic Cairo, celebrating the heritage of Liverpool FC forward Mohamed Salah. 1/7 Liverpool FC x adidas kit reveal Shot at the beautifully restored 17th-century Beit Yakan villa, the shoot blended culture, football and fashion, and celebrated the powerful connection between the club and the region. The timeless architecture and rich historical significance of the location offer a striking visual contrast to the modern energy of the new kit. To celebrate the launch of the new jerseys, adidas and Liverpool FC also released a film titled 'Your Dream. Our Reality'. The film shows a young girl's encounter with the new Liverpool jerseys, leading her on a journey which unfolds through a series of dream-like experiences that blur the line between fantasy and reality. The journey takes her from a dream dinner with icons of past and present such as Ian Rush and Mohamed Salah, to re-creating the iconic Gerrard and Alonso adidas advert with current men's and women's first team players, and a tour of LFC's trophy successes with Sir Kenny Dalglish, before finishing on the Anfield pitch in a climactic final scene. Ben Latty, Chief Commercial Officer at LFC, said, 'This is more than just the launch of a new kit – it marks the beginning of a 10-year relationship for LFC and adidas. Since announcing the partnership in March, there's been a huge sense of anticipation and excitement. This first collection sets the tone for seasons to come.' The launch film is supported by player and product imagery which draws inspiration from the dream dinner scene, plus bespoke video extensions and behind the scenes photography, which will be published across the club, adidas and player channels. The new Liverpool FC Home jersey presents the club's DNA with a dark strawberry red colourway forming the base of the jersey and the adidas three stripes in white running down the sleeves. The classic Liver Bird crest is emblazoned on the chest with a clean-cut crew-neck collar and ribbing on the cuffs offering a brand callback to LFC legacy. The jersey will be paired with red shorts and red socks, with the socks featuring the adidas three stripes at the top and 'LFC' sign-off above the adidas logo on the shin. The Away jersey lands in a colourway synonymous with LFC away kits of the past, featuring a cream off-white base with black and red detailing. For the crest, the Liver Bird sits inside a shield, with the shield shape taking inspiration from the main stand at the original Anfield stadium from 1906, reimagined to replicate the shape of the stand itself. The Away jersey comes with two shorts and socks options. The first being black shorts with cream off-white socks, the alternate being cream off-white shorts with black socks. Sam Handy, GM at adidas Football, said, 'The return of adidas to Liverpool FC is a momentous occasion for us. Seeing our iconic three stripes adorning Liverpool FC kits again is something we're incredibly proud of. The Home jersey is a true representation of the Liverpool DNA – classy and understated, while the Away jersey pays homage to the club's rich history with a unique crest inspired by the original Anfield stadium. I speak on behalf of everyone at adidas when I say this is just the start of an incredible journey and we're extremely excited for what's to come.' CREDITS: Clients: Liverpool FC and adidas Media agency: Havas Middle East Production house for the Burj Khalifa activation: GOOD stills. Producer: Leah Decruz Production manager: Simran Noronha Photographer: Jade Willis Lead Videographer: Ralph Jigger Camera Operator: Kashmer Manalo Camera Operator: Romel Tan Camera Operator: Ronald Maniego Creative agency for the Beit Yakan villa shoot in Cairo, Egypt: Monica Abadir Art Productions Creative Director: Adam Mourad (@adammourad) Creative Producer + Agency: Monica Abadir (@monicaabadir) Photographer: Mariam El Gendy (@mgendy_) Stylist: Alia Dessouki (@aliadessouki) Makeup Artist: Mariam Habashi (@makeupbyhabashi) Hair Artist: Mo'men Turk (@momen_turk_666) Photography Assistant: Ismail Sabet (@izmatique) Production Assistant: Ghaidaa Hammam (@laghaydo) Gaffer: Ahmed Gomaa (@ahmed_gomaa_gaffer) Location: Bayt Yakan, Darb Al-Ahmar, Cairo, Egypt (@bayt_yakan) Models: Mohammed Nouh (@aintthatmoee / @unnmodels), Zeina El Ogail (@zeinaelogaill / @unnmodels), Mahmoud Okasha (@mahmouok)