The launch of Liverpool’s new kit may be the moment football jumped the shark

A surreal day

Liverpool launched their new kit today, the first of their contract with New Balance, who are the parent company of Warrior, the club's previous kit suppliers. How do you launch a kit? It's pretty simple, you'd think. Put out a few pictures on the club's website and social media channels, stick it in the online shop and let the punters do the rest with their credit cards. It seems like that approach is so 2008. Because if you're Liverpool you put up a stage on the pitch at Anfield and invite a couple of hundred fans and make it a whole day out. They even played You'll Never Walk Alone over the speaker system. We're not sure if the fans held aloft their scarves or not. Maybe they didn't bring scarves. Do you wear club scarves to what is essentially a live action window display? Who knows. But that was just the start of the confusion. Those tuning in at the advertised time of 1.45pm hoping to see a picture of the new home kit were instead treated to a stage show hosted by Claire Rourke and the other guy off the Liverpool TV channel. It was a bit like the Eurovision but with marginally less hairspray. https://twitter.com/JamesPearceEcho/status/586507688147873792 Then they handed over to some pre-recorded scenes on the big screen where those watching around the world on the live stream!!! got a behind the scenes glimpse at the photo shoot where players modelled the kit (without us actually getting to see the kit - we had to wait for that). https://www.youtube.com/watch?v=OABI3o-EfkU Then there were interviews with players. Emre Can chipped in his two cents worth  https://twitter.com/JamesPearceEcho/status/586510905556525056 Then they brought out the big guns https://twitter.com/johngibbonsblog/status/586511255067820032 And then they threw questions open to the floor. Seriously. https://twitter.com/johngibbonsblog/status/586513818668441600 Mel from the Dallas branch asked some sort of question about what it's like to wear the Liverpool shirt - any Liverpool shirt. Forgive us for paraphrasing but Fowler said something along the lines that it was great. https://twitter.com/LFCDallas/status/586517528345583616  There were other more penetrating questions. Questions which led to answers which reached deep into the soul of what it's like to play for Liverpool. https://twitter.com/thisisanfield/status/586512504026750976 https://twitter.com/ElChiefMoore/status/586512679604510720 Most of the questions were for Fowler, however https://twitter.com/RyanKeaney/status/586512871133151232 By this stage it was all seeming a little bit too much https://twitter.com/evanfanning/status/586512997440495616

@evanfanning so there's competition — Gavin Cooney (@gcooney93) April 10, 2015

But then came the big moment. The moment we got to see the kit

Skrtel, Mignolet, Sterling and Sturridge unveil the first New Balance @LFC Home kit. #HoldNothingBack https://t.co/kctS1HKXZC — NBFootball (@NBFootball) April 10, 2015

Amazingly the kit was red. And they had a new motto. #HoldNothingBack replaces #WeComeNotToPlay But can we be sure that Liverpool are not coming not to play anymore? That they're now holding nothing back? They certainly weren't holding on to their dignity. But there was more. Much more. Interviews with the players Raheem Sterling was heckled by one fan who demanded that he better see the winger in the kit next season, presumably so he can boo him for demanding an obscene amount of money for the privilege of wearing the shirt. And then there they played games https://twitter.com/johngibbonsblog/status/586516697986813952 And then the players met the fans https://twitter.com/johngibbonsblog/status/586517932479537152

The first ever @LFC #NBFootball selfie live from Anfield. #HoldNothingBack pic.twitter.com/CdIYZpYmHN — NBFootball (@NBFootball) April 10, 2015

And that was that. The Liverpool kit is on sale now. Buy it if you like that kind of thing.