Liverpool have announced a six-year £25m deal with Warrior Sports after Adidas sensationally refused to renew their agreement.
Warrior Sports will produce home, away and third kits from June 1, replacing Adidas, and the brand's chief executive Herbert Hainer launched a bitter attack on the Merseyside club.
"We thought what Liverpool were asking and what they were delivering was not in the right balance. There was a gap between their performance on the field and what the numbers should be," said Hainer.
"It all depends on the success and the effort and the popularity, the exposure on TV and revenue you can generate by merchandising.
"This all has to be brought in line between what you offer and what you get. We thought what Liverpool were asking was not ... right, then we said we will not do it – that's the end of the story."
Liverpool resume their domestic duties against Bolton on Saturday evening.