A Bold New Era Begins Liverpool FC & Adidas Reunite
By Emily Hartwell
Aug 28 2025, 3 min read
On 1 August 2025, Liverpool FC and adidas officially began a 10-year partnership. This marks the return of the famous three stripes, which featured during two of the club’s most successful periods between 1985 and 1996 and again from 2006 to 2012.
Stunning New Kits Unveiled
The partnership launch came with the unveiling of the 2025/26 home and away kits. Supporters can now purchase them through the official LFC online store, club outlets around the world, and the LFC Store app.
Home Kit
The home shirt features a rich strawberry red design with white three stripe detailing on the sleeves and collar. It is paired with matching red shorts and socks. The simple yet elegant look recalls the classic 2006/07 design while offering a modern update.
Away Kit
The away kit comes in a cream off white tone with black and red accents. The Liver Bird is set within a shield that draws inspiration from Anfield’s Main Stand built in 1906. It is a creative nod to the club’s heritage.
A Spectacular Launch
The kit launch was celebrated with a cinematic video inspired by Alice in Wonderland. It featured current stars such as Virgil van Dijk and Mohamed Salah alongside legends including Sir Kenny Dalglish and Jamie Carragher.
The reaction was immediate. The home shirt generated a sevenfold increase in sales compared to the previous year, with orders placed from 150 countries. The Anfield store enjoyed its busiest week in history, and 80 per cent of sales came through online platforms. The campaign achieved more than 40 million video views, 17 million engagements, and 423 million social impressions. It became the most successful Premier League kit launch of the 2025/26 season.
More Than Just Football Apparel
Liverpool also used the launch to pay tribute to Diogo Jota. Supporters could buy shirts with “Diogo J 20” printed and all profits will go to the LFC Foundation to support a grassroots programme in his honour.
A Retail Revolution at Anfield
The flagship Anfield store reopened after a major refurbishment. The new space is nearly 4000 square feet larger and now includes digital experiences, themed décor based on Anfield’s architecture, memorabilia displays, and a striking Liver Bird statue at the entrance.
The Financial and Strategic Significance
This deal is one of the most lucrative in world football. Reports suggest it is worth around £300 million in total, with a guaranteed £30 million per year. With royalties linked to performance and sales, the figure could rise to more than £60 million annually. The agreement covers all Liverpool teams, including the men’s and women’s sides, the Academy, and the Foundation.
Liverpool’s renewed partnership with adidas blends tradition with innovation. The launch of the new kits, the spectacular campaign, the charitable elements, and the upgraded retail experience show that this is more than a commercial deal. It is a statement of ambition and a new chapter for the club and its supporters.