Liverpool FC has become the first Premier League club to launch virtual merchandise on the Meta Avatars Store.
Reds fans can now customise their own digital avatars in official club colours on Meta’s platforms, which include Facebook and Instagram.
The collection includes the current home and away kits as well as the club’s own-label lifestyle collection.
The digital apparel can be purchased in the Meta Avatars Store on Facebook and Instagram in the UK – where the Meta Avatars Store recently launched – Spain, Italy, USA, Canada, Mexico and Thailand.
“We’re incredibly excited to be the first Premier League club with our own Meta Avatars,” said Drew Crisp, SVP for digital at Liverpool FC.
“This is another fantastic opportunity for our global fanbase to digitally engage with Liverpool Football Club and create their own individual club-coloured avatars.
“Having a digital connection to the club that our fans adore – whether they’re here, near or far – is so important and helps to bring our global family closer together when physical connections aren’t always possible.
“We have more than 70 million global supporters following our Facebook and Instagram channels, and we’re really looking forward to seeing many of those avatars change and don our iconic kit or lifestyle apparel.”