Liquid leads creative as Levi’s teams up with Liverpool FC

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Iconic denim brand Levi’s has appointed Liquid Agency to lead the creative campaign promoting a new product collaboration with Liverpool Football Club.

Liquid, based in Liverpool, was appointed following a competitive pitch, having previously worked with both Levi’s and Liverpool Football Club on individual projects.

Designed for fans who want to “show their colours” whilst maintaining their authentic sense of style, the new collection features Levi’s products with premium LFC touches and sign-offs.

From conceptualisation to launch, Liquid was tasked with creating a campaign that captured the shared community values between the two brands whilst promoting the exclusive product collaboration.

Celebrating the mutual colour between the two brands, and having been photographed and filmed in Make Liverpool, the campaign touches on everything from style and music, to local creativity and community enterprise.

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Steve McGauley, Executive Creative Director of Liquid


“The Levi’s® x LFC partnership is one grounded in giving back to the community — which is why Liquid were the perfect creative partners for this project,” said Richard Hurren, Levi’s® Vice President, North Europe.

“As a local Liverpool agency and LFC fans themselves, they understand the community aspect at the heart of this collaboration — and executed a creative campaign that brought together two iconic brands seamlessly.”

“This is a dream project,” said Steve McGauley, Executive Creative Director of Liquid. “Ultimately, this is the type of work we love doing — the intersection of fashion and sport retail is an area we’re particularly passionate about. As far as brands go, Levi’s® and Liverpool Football Club carry immense history and heritage, so it’s been nothing but an honour to be asked to bring them both together creatively.”


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