A potential merchandise tie-up between Nike, LeBron James, and Liverpool has been in the offing for the past two years or so. According to new reports, we could be seeing it shortly.

In 2019, Liverpool was allowed to break early from its previous contract with New Balance to sign with The Swoosh after a court judge flagged up its superior distribution network and "[the terms on offer] to use global superstar athletes of the caliber of LeBron James, Serena Williams, and Drake.

Lifetime Nike signee James — who converted his two percent stake in the Reds into one percent of the current owners Fenway Sports Group's entire business empire earlier this year — was always the obvious candidate for a collaboration (it's also worth noting that his also fandom seems genuine). The Lakers man has long-standing ties with FSG, having co-produced a television show with Tom Werner, the chairman of Liverpool.

Speaking to the Boston Globe, Werner said: "We're doing a product line with LeBron and Liverpool.

"Nike is creating seven or eight products that connect LeBron with soccer.

"I don't know specifics yet, but they're going to create seven or eight products that rival the connection that Michael Jordan has with Nike."

Liverpool's partnership with Nike has proved a smash hit with fans so far. Earlier this year, its new retro-style away kit was so popular that it sold out completely, while there have also been wider efforts to branch further into the lifestyle category. Only time will tell if this collection will actually look good.

Clubs such as PSG and Juventus have leveraged the power of celebrity for publicity to great success in the past, but having an outside influence from another sport come in and do their own collection is a first. The storytelling potential of Liverpool allied to James' awesome stardom makes it a good fit on paper, particularly when trying to break into key markets such as North America.

adidas' James Harden for Man Utd? PUMA's Usain Bolt for AC Milan? If this proves successful, perhaps such athlete and club crossovers will become the new normal.

What To Read Next

  • Image on Highsnobiety

    At Bally SS23, Rhuigi Villaseñor Strikes Gold

    Style
  • Image on Highsnobiety

    Leave It to A$AP Rocky to Make the Western Tuxedo Look Cool

    Style
  • Image on Highsnobiety

    Bottega Veneta SS23 Is Full of Moods

    Style
  • Image on Highsnobiety

    HAL STUDIOS & ASICS Go Forest Mode

    Sneakers
  • Image on Highsnobiety

    Ferragamo Enters Its Sexy Era Under Maximilian Davis

    Style
  • Image on Highsnobiety

    All Things Julia Fox at Highsnobiety's Milan Fashion Week Party

    Culture
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.