To mark Liverpool FC’s first ever Premier League title triumph, partner Levi’s rolled out a cause campaign based around the creation three bespoke trucker jackets and limited-edition t-shirts with street artist Akse for supporters to commemorate the club’s history-making season and raise money for coronavirus causes.
Territory: UK/Global
Agency: 160Over90
Levi’s, Liverpool FC’s official partner, created three bespoke trucker jackets – designed by members of the team and street artist Akse – to celebrate the club’s Premier League title with all proceeds raised from the jackets donated to support COVID-19 recovery response work.
Objective:
The aims were to raise awareness of the partnership and boost consideration of the brand through increasing earned social and media exposure, whilst raising money for club COVID-related charities.
Activation:
The social and PR driven activation, created in harness with agency 160Over90, was led three bespoke trucker jackets and spearheaded by a hero social spot posted on 23 July.
The three jacket designs were inspired by season-defining moments and memories from Reds stars Andrew Robertson, Alex Oxlade-Chamberlain and Divock Origi and each contains a genuine piece of material from the actual goal net from the Kop end which was integrated into the designs by graffiti-inspired design by street artist Akse.
Social content encouraged fans to try and win one of the trucker jackets by entering a prize draw, for £3, by visiting a bespoke page on Levi’s website.
The money raised from the collection draw will be donated to LFC’s official charity LFC Foundation and LFC’s community team Red Neighbours and will be used to help fund vital food supplies in the form of local community pantries as part of Liverpool’s COVID-19 recovery response work.
Each jacket comes complete with a certificate of authenticity and gift-wrapped in Kop End goal-net – making them a money-can’t-buy memento for an unforgettable season.
Akse’s was chosen for the initiative as his work is well known across Merseyside as the street artist is most famous for his Jurgen Klopp and Trent Alexander Arnold murals in Liverpool.
“The designs are a celebration of an incredible season in a way that only Levi’s and the spirit of the players could bring to life. Each trucker jacket doesn’t just remember one moment from the season, they commemorate the character the players, club and supporters,” commented Akse.
“This is a celebration for the whole LFC family and a collection fans can wear with pride.”
Comment:
A smart, club-relevant, product-led cause campaign blending fashion and football and leveraging a milestone victory by raising awareness for the sponsor and funds for the local community support.
This is one of our favourite campaigns from Liverpool sponsors marking the club’s first Premier League title. Others include New Balance (see case study), Carlsberg (see case study), as well as the stand-out work on the club’s win from the Premier League (see case study) and Under Armour (see case study).
Links:
Levi’s & Liverpool Campaign Site
https://www.levi.com/GB/en_GB/features/levisxlfc
Levi’s
https://www.youtube.com/c/LEVIS
https://www.facebook.com/levis.gb
https://www.instagram.com/levis/
Liverpool
https://www.facebook.com/LiverpoolFC
https://www.youtube.com/user/LiverpoolFC
https://www.instagram.com/liverpoolfc
160Over90
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