Liverpool Football Club is to controversially axe its famous red kit in favour of a green, black and white kit to bring the club's 'branding' into a more American themed style "to try and attract more fans of the franchise in America".
The proposal was put forward by the club's American owner Tom Hicks who's Dallas All Stars hockey side wear the exact same colours and is set to be announced officially following Friday's monthly board meeting at Anfield.
No supporters groups were consulted by the change but Hicks claims that the colour red will still be used within the stadium and on promotional materials at least until a new stadium is constructed.
Hicks said: "We changed the home jersey of the Stars from green to black and although that wasn't popular at first, the revised kit now sells more than the previous ones.
"It is an ideal time for Liverpool to change the kit ahead of our planned move to a new stadium. This is a new start for the club on so many fronts."
Asked if this was just a commercial gimmick to exploit the fans, Hicks added: "Not at all. Of course there will be marketing benefits, especially as we want to attract more fans of the franchise in America.
"But with the new sponsor coming on board (Standard Chartered Bank), we felt a change now would be better than holding off for a further 3-years or when the new Anfield is built.
"It makes more sense to change the kit and sponsor at the same time and it's not the first time that Liverpool's home colours have been changed.
"Red will still be used where possible."
Liverpool's Managing Director Christian Purslow claims to have approached fans groups to discuss the idea as far back as August 2009 only to be denied the opportunity.
Purslow said: "We wanted to create a dialogue with our fans about this but the idea was rebuffed before it was even presented."
Although there is little information on the club's official online store, it does say in the small print for pre-ordering of the kit that 'supporters should note that the new home kit replaces the traditional red-themed kit'.
