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Liverpool owners FSG confirm LeBron James Nike range to ‘rival’ Air Jordan line

LeBron James has been involved with Liverpool FC since 2011, and is set to launch a new Nike merchandise range with the club for the first time

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The American investment firm which owns Premier League giants Liverpool has announced it is working with Nike to create a new clothing line with LeBron James which will “rival” the company’s iconic line associated with fellow NBA star Michael Jordan.

Tom Werner, chairman of Boston-based Fenway Sports Group, confirmed the new range would be a collaboration between LA Lakers star James and the six-time Champions League winners.

James has worked with FSG for many years, and became and investor in the club a decade ago, shortly after the American firm bought the club as it was heading towards administration under previous owners George Gillett and Tom Hicks.

The basketball star increased his investment earlier this year and is now officially a partner of the group, after the initial deal which was geared more towards marketing.

LeBron James’ new merchandise line with Liverpool FC and Nike is intended to rival the iconic Air Jordan range
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Four-time NBA champion James has, on several occasions, been pictured wearing Liverpool training gear and was spotted wearing the 2020/21 home shirt – Nike’s first kit for the Reds.

There has, so far, been no official marketing campaign which features both the Premier League giants and the NBA icon, but that is set to change according to Werner.

“We’re doing a product line with LeBron and Liverpool,” he told the Boston Globe. “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.”

That last statement is a bold one considering Air Jordan is arguably Nike’s most iconic range and one of the most recognisable sporting brands in the world.

The Air Jordan brand has been brought into football in recent years with French giants Paris Saint-Germain, whose third kits had featured the ‘Jumpman’ logo rather than the regular Nike ‘Swoosh’.

LeBron James has been associated with Liverpool FC since 2011
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Image:

PA)

A new merchandise range, made by Nike, will be launched featuring Liverpool FC and LeBron James
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That arrangement has been extended to the home shirt for the current campaign, with global megastars like Lionel Messi, Neymar Jr and Kylian Mbappé all sporting the brand on a weekly basis.

If anyone could rival the fame of the Air Jordan brand, though, it may be LeBron James – like Michael Jordan, he has also transcended the sport of basketball and become a world-famous star in his own right.

His involvement would be fruitful for Liverpool from a marketing perspective, while Nike is also reportedly planning to recruit the likes of tennis legend Serena Williams and rapper Drake to promote the new range.

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