LFC X NYC AWAY KIT 26-27 LAUNCH

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We teamed with LFC to deliver a global exclusive unveiling moment of the club’s 2026/27 away kit. Hosted on the top floor of The Refinery in Brooklyn, the event took place in front of breathtaking panoramic views of the Manhattan skyline.

To match the scale and significance of the launch, we designed a striking three tier stage that served as the centrepiece of the event. The reveal culminated in a dramatic kabuki drop, creating a memorable moment as the new away shirt was unveiled to the world.

Liverpool legends Robbie Fowler and Ian Rush took centre stage at the event and in the content surrounding the release, supported and promoted by a guest list of leading football personalities, content creators, and LFC CEO Billy Hogan.

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To celebrate the renewed partnership between adidas and LFC, we curated an exhibition showcasing all 14 adidas Liverpool away shirts, from the original 1985 design through to the new 2026/27 release. The display highlighted three chapters of iconic kit design and LFC culture, providing the perfect backdrop to the launch.

Following the reveal, more than 300 of the new away shirts were distributed to guests through branded ice cream carts stationed throughout the venue, turning the product giveaway into a memorable fan experience.

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We partnered with local food vendors to reimagine traditional Scouse dishes with a New York twist, creating a unique culinary experience for guests. We also collaborated with LFC partners PayPal and SAS to deliver interactive brand experiences throughout the event, alongside local creators who offered on-site customisation activations.

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To extend the launch beyond the event, we created a bespoke LFC away kit-inspired New York City cab. Combining the iconic checkerboard detailing of NYC yellow taxis with the famous pattern of Liverpool FC’s European flag, we transformed a vintage 1970s cab into a unique brand asset.

Positioned outside The Refinery in Brooklyn during the launch event, the cab served as a standout photo opportunity before becoming the backdrop for a content series featuring Robbie Fowler and Ian Rush, who handed out the new away shirt to local football communities across the city.