SEE: Liverpool FC brings a touch of Anfield to KZN
Former Liverpool midfielder Lucas Leiva says bringing the Liverpool experience closer to fans is at the heart of the new store.
Liverpool Football Club fans in KZN are getting their own taste of Anfield.
The UK-based football club has partnered with the sports apparel brand Old School to strengthen its ties with supporters in the province.
Liverpool FC store opens in Durban
Liverpool FC is opening its first store at the Gateway Theatre of Shopping this weekend.
It's the club’s third standalone outlet in South Africa, following stores in Cape Town and Johannesburg.
Former Liverpool midfielder Lucas Leiva attended the official launch in Durban on Thursday night.
" The community that Liverpool Football Club creates, you know, is unique, and I think these kinds of things, tours and places that you really can come in and feel some parts of Anfield or the club, I think it creates a connection. So that's why it's amazing. I've been [to] so many countries, and South Africa is the same.
"I think Liverpool wants to connect with all the fans, and they know the efforts for the fans to come, buy things, and to be connected with the club, and maybe don't have the opportunity to come to Anfield. What I can say is, it doesn't matter if you cannot make [it] to Anfield, but Anfield will make [it] to you, you know?"
The club has an official Liverpool Supporters Club recognised by the Merseyside club, with fans connected across 10 towns in KwaZulu-Natal.
" I think the supporters deserve an opportunity to have a place like this, to come and to be able to choose whatever they want. And of course, to feel even more connected.
"I just hope that there will be many more years to come and many more new fans to come here because it's a gift to the supporter.
"It's a gift to the club as well to have the opportunity to open a store here."
Leiva celebrates KZN supporters
Leiva, who spent a decade at Liverpool between 2007 and 2017, says connecting with supporters is central to the club's identity, and the new Durban store strengthens that bond with fans across the province.
"It's because the philosophy of the club, they really value the supporters. They really want to give an opportunity to the supporters to be closer to the team.
"I'm based in Brazil, and you are here in South Africa. We are far away from UK and from Liverpool. There is this kind of thing [it's] the chance to transcend the brand, but also the community and the connection with the club.
"So, I think it's amazing. That's why I'm so glad to be here because I think Brazilians have a few things in common with South Africans, so it's really good."
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