Liverpool Football Club has officially launched its first flagship store in the Greater China region, in collaboration with its licensing and retail partner, All Star Partner, at the Kai Tak Sports Park in Hong Kong. This new shopping destination is set to provide local Reds supporters with an immersive experience. The flagship store, located on the 2G level of the Kai Tak Retail Pavilion, spans approximately 1,600 square feet and is designed to reflect the club’s global retail image. It features interactive elements, a dedicated fan area, and an immersive visual layout that fully captures the atmosphere of Anfield.
The choice of Kai Tak Sports Park as the location is undeniably significant. Spanning 28 hectares, this sports park represents the largest sports and entertainment complex ever built in Hong Kong. The new store leverages Hong Kong’s unique geographical advantages and Kai Tak’s status as a venue for Liverpool’s preseason matches, further strengthening the bond between the brand and its fans. Lee Dwerryhouse, Senior Vice President of Liverpool Retail, noted that the Asian market currently contributes nearly one-third of the club’s global international retail sales, with Hong Kong set to play a strategic role as the flagship location.
On the day of the grand opening, several distinguished guests graced the event, including Liverpool’s official ambassador Kenny Dalglish and legendary defender Sami Hyypiä. Together with All Star Partner CEO Robin and Kai Tak Sports Park CEO John Sharkey, they officially inaugurated the flagship store during a ribbon-cutting ceremony. Hyypiä also made a surprise appearance inside the store to interact with fans, sharing his profound impressions of Hong Kong supporters and his excitement for the upcoming preseason matches.
In terms of the new store’s product lineup, it offers a range of classic team merchandise, including jerseys, training gear, and everyday apparel. Additionally, there are exclusive products for Hong Kong, featuring special edition player tees with numbered prints. These tees showcase the same font design that players use during matches in Hong Kong, creating a closer connection between the team and local fans. The venue also features a championship wall, locker room scene, and player posters as photo-op themed spaces, enhancing the immersive experience of Red Army culture.
To celebrate the grand opening, Liverpool’s official mascot, Mighty Red, made an appearance alongside the current Premier League trophy, showcasing it in-store for a limited time to become the focal point for fans. According to Mr. Robin, the store will continuously introduce more collaborations and limited-edition products, with plans to partner with the club to host fan events, aiming to transform the Kai Tak flagship store into a hub for Liverpool culture and a top-notch football lifestyle experience in Asia.
Kwun Tong Sports Park’s Retail Manager, Huang Hao-Jun, stated that this collaboration not only brings internationally renowned sports team brands to the venue but also enhances the emotional connection with sports enthusiasts. The store serves not just as a sales platform but as a significant bridge that integrates competition viewing, brand interaction, and community experiences, with hopes of injecting fresh energy into the local sports retail market.
Liverpool Football Club Official Flagship Store
Address: G/F M2-003, Kai Tak Sports Park Retail Pavilion 2, Kowloon City, Hong Kong
Opening Hours: Monday to Friday 11:00 AM – 9:00 PM / Saturday to Sunday 10:00 AM – 10:00 PM
