• Following on from its Connect 2022 event, Meta is announcing more digital content for its full-body avatars.
• Liverpool FC is one of the first sports teams to partner with Meta on such an offering. 
• The kits curiously do not feature the Nike logo despite utilising the same design as the 22/23 kits.

We have officially crossed into dangerous collaboration territory, as Meta recently announced that its users can purchase Liverpool FC kits for their avatars from the Meta Avatars Store.

As always with announcements of this nature, there are a few caveats, such as the digital merchandise only being available in selected countries.

“Today, Liverpool F.C. debuted a collection of virtual apparel that you can purchase in the Meta Avatars Store on Facebook, Messenger, Instagram and later this year in virtual reality. The collection includes both a Liverpool F.C. home and away kit, as well as a pair of LFC label fashion wear looks,” meta noted in a blog post.

“The merchandise is available today in the Meta Avatars Store in the US, Canada, Mexico and Thailand, as well as in Spain, Italy and the UK, where we recently introduced the Meta Avatars Store,” it added.

As you can see from the header image above, the kits look… fine. That said, we do take issue with a couple of things, such as the fact that there seems to be no Nike logo on the digital merchandise.

Given that Nike is the kit sponsor for the 2022/2023 season, which these aforementioned digital designs are based on, it would have been nice to see the swoosh here. It is also oddly missing, especially as Nike has shown a particular interest for the world of the metaverse and creating virtual items for consumers to purchase.

With Meta having recently announced full-body avatars too, the Meta Avatars Store could soon be reaching Fortnite levels of collaborations as the company looks to monetise its digital assets as much as possible.

It therefore would not surprise us if more sports teams or pop culture referencing items are added to the mix soon.