Reds launch new home strip
They came in their hundreds to watch the launch of Liverpool's new home kit and on the stroke of midnight, fans were able to get their hands on the most eagerly anticipated Reds strip for many years.
Warrior had promised a show, they had told us that they 'walked amongst us' and warned Reds to 'expect' them and they didn't disappoint on Friday morning.
The city centre Liverpool store was awash with red, each wall covered with brand new Warrior home shirts. Half an hour before the launch, staff hurried around readying new strips positioned in front of steel recreations of the Paisley Gateway.
A queue of eager Reds fans snaked its way through Liverpool One and some of the excited supporters had been waiting from eight o'clock to get their hands on the new strip.
Juice FM were on hand to award 10 free shirts to the first 10 fans who could produce a Liverpool tattoo and the winners were brought into the store to receive their new tops and have their photos taken with the European Cup and Carling Cup ten minutes before the official launch.
Then, at midnight, the doors were flung open and fans flooded into the store to browse through the stunning new range. Within 10 minutes, the tills were overrun by fans keen to secure their new purchase.
Lee Dwerryhouse, Head of Retail at Liverpool FC, put all the excitement surrounding the launch of the new kit into context with some astonishing facts and figures.
"The kit's been on pre-order for some time now and sales have been unbelievable," said Lee. "Sales are over 100 per cent up on the sales from any previous home kit.
"We've had orders from 115 countries and we've already had to place a new order for kits. The feedback from fans has been incredible. The fans like the modern twist on the traditional strip.
"This is the start of what will be a close and successful working relationship between Liverpool Football Club and Warrior."
Sam Matthews, marketing manager of Warrior UK, said: "It's absolutely amazing for us to launch our soccer brand on a platform such as Liverpool FC - there's no better start for us.
"The reaction to date has been immense; to deal with fans who are so passionate has been excellent. It's something we've been working on for the last 12 months and it's been a massive operation for us, so to see it all come to fruition tonight and to see the fans reaction has just been fantastic for us."
Liverpoolfc.tv caught up with some of the fans who were present at the launch to see how they felt about the new strip finally hitting the shelves.
"The atmosphere has been great tonight, everyone just wanted to get inside and get their hands on the new kit," said Martin Holland. "I really like it. I like the way it has a traditional look but is also very modern."
Dave Newton from Runcorn was there to buy the new shirt for his eight-year-old son. He said: "I've got it for him as a surprise so he can wear it for school tomorrow. He's been begging me to get him one because he likes the design so much. I myself like the retro look and I can't wait to see the other two kits."
"I've bought the kit for my little lad Mason," said Michael Edwards. "He saw the pictures of the kit and he loved them. I know he's going to love it."
Dylan Seddon summed up the evening's excitement when he said: "I like the style, I like the colour and I especially like the new badge. I cannot wait to show all my mates. I love it so much I've got one already."
Here are some more fantastic pictures from the launch:
