The deal with Warrier Sports reported to be worth £25m a year with Boston-based company has already hit a PR negative as the lacrosse brand has been criticised for a lack of consultation over moving the Hillsborough disaster logo to the back of the new shirt announced on Friday.
The anger comes from some families over the decision to move the two Justice flames symbol honouring the dead follow the Hillsborough disaster.
The editor of Liverpool fanzine, Andy Heaton said:
"Is it really that hard to consult all of the families, not some?"
The row threatens to over shadow the launch of the new kit, reported to be the biggest deal of its kind in English Premier League history.
Liverpool has the fourth largest replica kit sales per season, behind Manchester United, Real Madrid and Barcelona.