Capturing the spirit of football

To celebrate Nike’s takeover of the Liverpool FC shirt sponsorship, Nike commissioned us to help them create a custom Nike x LFC brand environment at the Anfield flagship store. The design had to layer into the current store architecture to help strengthen the customer journey and deliver a brand statement.

We designed a high-capacity store for match days, considering store windows, launch areas, retail equipment, and graphics. The design focused on Liverpool’s heritage as a city and club. Verdigris copper finishes and Meccano-inspired fixtures paid homage to the city. Red and silver created a reflective palette, and a massive display of 225 knitted scarfs bearing the message “Tell Us Never” showcased the strength of passion for the club by its fans.

The store’s large-scale windows acted as graphic billboards for both brands, attracting supporters who queued around the block for the kit launch. The design added drama and focus, guiding visitors to the kit areas. Flexible, updatable graphics reflect the latest launches. The result: a vibrant retail space that embodies the club’s proud heritage and passionate spirit.