Nike gave 8.9 billion boosts to prove why FSG signed a deal with Liverpool

Pandemics may have made life difficult for many large companies, but for Nike they haven’t slowed their pace.

A major US sports apparel company has taken a step towards eliminating middlemen before the pandemic with a direct consumer acceleration program that is an important part of its digital strategy.

And as the pandemic lost the ability to successfully open stores around the world and forced the general public to pay attention to online shopping, the company accelerated its strategy and achieved the best results ever in North America. I have achieved excellent results by doing so. Their history in the fourth quarter.

Fourth-quarter revenue increased 96% to reach 8.9 billion ($ 12.3 billion). Meanwhile, people spend more time at home and an active lifestyle in blockades around the world.

Nike has long been the leader in this pack when it comes to sports apparel, and one of the main reasons Liverpool owner Fenway Sports Group has worked so hard is on Nike’s global reach and markets around the world. The ability to enter. We have been carrying them as a Reds kit maker since the beginning of the 2020/21 season.

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Nike replaced New Balance after a court battle. It was instigated by New Balance after Liverpool felt that it did not respect the provisions when it came to not allowing other companies to undertake kit trading if it did not offer more than New Balance. ..

New Balance paid Reds a 45m annual fee, about 25m less than Manchester United received from Adidas, while Nike offered 30m, 15m less. However, Nike felt that New Balance couldn’t offer, and the High Court agreed with the ability to more than double its 30 million charges. We believe this can be achieved through dealings with US companies in Liverpool.

Reds will receive a $ 30 million annual fee and a 20% royalty on the sale of the brand’s Liverpool products. Some analysts predict that it will be as good as, or at least close to, what United brought in from Adidas. A big gap.

The initial impact of the deal with Nike has not yet been seen. The 2020 Reds financial accounting does not include transactions that have been closed after the end of the accounting period. It will be displayed in the 2021 figures for the fiscal year ending May 2021, and will be released early next year.

Liverpool’s position as a global brand allows it to sell products from Aigburth to Auckland, Toxteth to Tashkent, and FSG finds Nike’s link as a way to better monetize its relationship with such a global fan base. I did.

Nike’s performance is particularly strong in North America. This is the market that accounts for 41% of Nike’s global sales, with fourth-quarter sales growth of 142%, up 29% compared to pre-pandemic 2019. Nike North America Digital Growth is strong, up 54% against 2020 and 177% compared to the fourth quarter of 2019.

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Liverpool is clearly a market owned by the United States through FSG, a market they know, and a market they want more.

Basketball Icon and LeBron James, a Nike client with a $ 1 billion lifetime contract with a sportswear company, have been hired as FSG partners with a 2% to 1% stake in Liverpool since 2011. By doing so, FSG tried to take advantage of such superstars and pull.

James is considered one of the best players in basketball history, one of the most famous athletes on the planet, a self-proclaimed Liverpool fan, and has worn Nike’s Liverpool products on social media channels over the past year. You can see it doing.

It also has 156.2 million followers across Facebook, Twitter, and Instagram, almost twice as many followers as Liverpool’s three platforms, giving you the opportunity to bring Liverpool products to new audiences.

The relationship between Reds, Nike and James often follows the club’s path to creating a lifestyle brand, much like Paris Saint-Germain’s partnership with Nike’s subsidiary Air Jordan. You can see.

Nike’s transactions were initially considered a risk, given the 15 million less annual guarantees. However, such acceleration of Nike’s digital strategy and the resulting success it has been difficult to predict with certainty.

Evidence is in the accounts that will emerge next year, but Liverpool hopes that the consequences of such rapid growth will be transformed into more Reds merchandise heading to every corner of the world, and that’s what the deal says You can see it simply go beyond the early hope ambitions that were possible, just after United.

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