LFC & Adidas: A Record-Setting Launch
The recent Liverpool FC (LFC) and Adidas kit launch marked the most successful in the club’s history, breaking previous sales records and achieving an extensive global footprint. The partnership’s start saw unprecedented consumer demand, reflecting the combined power of a globally recognized sports brand and a leading sportswear manufacturer. This milestone highlights the effectiveness of combining sports merchandising with contemporary retail media strategies.
E-commerce and Social Media: The Winning Formula
E-commerce channels accounted for approximately 80% of all kit purchases, underscoring the importance of a robust direct-to-consumer (DTC) platform. LFC’s physical store also experienced its most successful sales week ever, demonstrating synergy between online and offline retail media efforts.
Social media played a significant role in amplifying the campaign’s reach. Key metrics include over 40 million views, 17 million engagements, and 423 million impressions across platforms. Creative content, such as an Alice in Wonderland-inspired video, attracted high engagement by combining storytelling with brand messaging. This approach not only drove traffic to purchase points but also deepened fan connection, translating into higher conversion rates.
Retail Media Insights for Brands
The Liverpool FC and Adidas case offers valuable insights for retail media strategists and brand marketers. Firstly, leveraging owned e-commerce platforms facilitates direct control over customer data and sales experiences, which proved instrumental in managing high demand. Secondly, orchestrating targeted social media campaigns with compelling, shareable content drives significant traffic and engagement. Finally, integrating these efforts ensures a seamless consumer journey, from awareness to purchase.
Brands embarking on product launches can learn from this example by prioritizing multi-channel retail media strategies that harness their digital assets. Engaging storytelling combined with data-driven targeting enhances brand visibility and transactional success. For sports merchandising and beyond, this model exemplifies how retail media can elevate both sales outcomes and brand loyalty.
