By Robbie Butler
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Viewers of yesterday’s Manchester United Liverpool game may have noticed a strange addition to the new Liverpool 3rd kit, worn for the first time this season. The Nike logo – traditionally a horizontal tick – has been rotated and is now vertical double ticks. The Liverpool Echo provides an explanation for the change here.
The home (red) retains the traditional Nike logo, with the change applied to the white, third kit for 2024/25.
]
Viewers of yesterday’s Manchester United Liverpool game may have noticed a strange addition to the new Liverpool 3rd kit, worn for the first time this season. The Nike logo – traditionally a horizontal tick – has been rotated and is now vertical double ticks. The Liverpool Echo provides an explanation for the change here.
The home (red) retains the traditional Nike logo, with the change applied to the white, third kit for 2024/25.
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Our 2021 paper “The evolution of the football jersey – an institutional perspective” in the Journal of Institutional Economics charts the proliferation of the football jersey through time. In the modern game, new jerseys are almost inevitable each season. Remarkably, more recently clubs have opted not to change their jersey season-to-season for sustainability reasons,
Options with the home kit are tight, as the colour almost never changes. Incremental changes are therefore made to aspects of the jersey such as the collar, sleaves, colour tone and fit. On some occasions, modifications happen as the sponsor manufacturer changes. Less frequently, the club may opt to redesign the crest.
The move by Nike is a step into a new direction (for me at least). While the jersey supplier can change, I had yet to witness a modification to the logo of the manufacturer like this. Is this a new reality football fans may have to deal with? It will be yet another way to introduce an incremental change to something that is essentially unchanged for most clubs for a century or more.
Options with the home kit are tight, as the colour almost never changes. Incremental changes are therefore made to aspects of the jersey such as the collar, sleaves, colour tone and fit. On some occasions, modifications happen as the sponsor manufacturer changes. Less frequently, the club may opt to redesign the crest.
The move by Nike is a step into a new direction (for me at least). While the jersey supplier can change, I had yet to witness a modification to the logo of the manufacturer like this. Is this a new reality football fans may have to deal with? It will be yet another way to introduce an incremental change to something that is essentially unchanged for most clubs for a century or more.
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