The Premier League (PL) team, Liverpool Football Club (LFC) announced their first official retail partnership with the South Korean creative studio, Over the Pitch.
The association with the design studio aims to strengthen LFC’s presence in Asia and cater to their existing fanbase in the region.
The initial launch will see the opening of two shop-in-shops within existing stores, offering official LFC merchandise to fans in Hongdae (Seoul) and Suwon. This strategic move allows immediate access to a wider audience while laying the groundwork for a future standalone LFC store.
Mike Cox, Senior Vice-President of Merchandising at LFC, said, “We’re thrilled to be partnering with Over the Pitch in South Korea, it’s an exciting opportunity for LFC Retail in a fast-growing market. As a club with fans based all around the world, we have ambitious plans to grow our international presence in key markets and this partnership is an ideal way of doing that. With their local knowledge, we can give supporters easier access to official club merchandise. The in-store experiences will feature LFC branding for supporters to feel a part of the LFC family and connect with what this club is about.”
Hokeun Choi, Creative Director and CEO of Over the Pitch, added, “We are more than excited to be partnering with such a huge club with a concrete fanbase in Korea while being the most symbolic and historical club in the world. We are definitely looking forward to our future plans and cannot wait to bring Korean fans closer to Liverpool FC with our abundant collaborating experience with different clubs and unique designs and branding.”
Over The Pitch, founded in 2014, is a South Korean creative studio with a multifaceted approach. The studio functions as a sports brand, and an online store, and even runs a web magazine focused on football culture. The South Korean brand curates and sells official merchandise and apparel for major clubs and leagues, alongside exclusive collections and collaborations. Over The Pitch offers a one-stop shop for football fans looking for unique gear while providing content and community through its online magazine.
The 2023-24 season for Liverpool has been a period of transition under Jurgen Klopp, who announced his departure at the end of the season. They are sitting behind Manchester City FC and Arsenal FC in the English top-flight. While they exited the FA Cup early, they secured their tenth League Cup title with a win over Chelsea FC. They are still competing in the UEFA Europa League, aiming to end Klopp’s era on a high.