Liverpool Football Club has officially unveiled their highly anticipated new Liverpool kit designs for the 2025-26 season, marking a triumphant return to German sportswear giant Adidas after a 13-year hiatus. The launch on 1st August 2025 represents more than just a kit change – it signals the beginning of a lucrative 10-year partnership worth over £600 million that will reshape the Reds’ commercial landscape.
Classic Design Philosophy Drives New Liverpool Kit Appeal
The new Liverpool kit collection showcases Adidas’s commitment to honouring the club’s rich heritage whilst embracing modern design elements. The home shirt features a traditional deep red colourway with crisp white Adidas three stripes adorning the shoulders, creating a timeless aesthetic that harks back to the successful partnership of the mid-2000s.
Liverpool’s design team has crafted the new Liverpool kit with meticulous attention to detail, incorporating white piping that runs from the collar down both sides to the hem. This shield-shaped outline pays homage to the iconic 2006-08 Adidas designs, when Liverpool lifted both the FA Cup and Champions League.
The away kit takes a bold approach with an off-white “ecru” base colour that has generated significant excitement among supporters. Black and red detailing provides striking contrast, whilst the reimagined Liver Bird crest sits within a shield inspired by Anfield’s original Main Stand from 1906.
Both shirts feature the traditional “97” Hillsborough tribute emblem surrounded by eternal flames on the back neck, ensuring Liverpool’s history remains central to their identity. The new Liverpool kit maintains these meaningful elements whilst introducing fresh design perspectives that celebrate the club’s evolution.
Record-Breaking Commercial Partnership Reshapes Liverpool’s Future
The financial implications of Liverpool’s new Liverpool kit deal extend far beyond initial estimates. Whilst early reports suggested an annual value of £60 million, industry insiders now confirm the 10-year agreement is worth “way over” £600 million, making it one of the most lucrative kit partnerships in Premier League history.
Liverpool’s commercial revenue has experienced exponential growth, with the club generating £308 million in commercial income during the 2023-24 financial year – the first time they surpassed historic rivals Manchester United. Chief Commercial Officer Ben Latty described this transformation as just the beginning of Liverpool’s commercial journey.
The Adidas deal includes significant performance-related incentives tied to on-field success and merchandise sales, potentially pushing the annual value well beyond the guaranteed minimum. Liverpool’s elite status with Adidas places them alongside Real Madrid, Bayern Munich, and Manchester United in the manufacturer’s top tier of partnerships.
Global reach remains crucial to Liverpool’s commercial strategy, with approximately 250 million fans across Asia representing their largest market for retail revenue. The new Liverpool kit will be supported by enhanced distribution networks and premium marketing campaigns targeting these key demographics.
Fan Reaction Reveals Mixed Reception to Design Choices
Social media response to the new Liverpool kit has generated passionate debate among supporters, reflecting the diverse opinions that accompany any major design change. Many fans have praised the home kit’s clean, classic appearance, describing it as “beautiful” and “proper Liverpool” in online discussions.
The away kit’s ecru colourway has proven more divisive, with some supporters drawing comparisons to Manchester United’s colour schemes whilst others celebrate the return to a beloved historical shade. Liverpool’s 1996 away kit in similar tones remains one of the club’s most popular designs, creating high expectations for the new version.
Reddit discussions on Liverpool’s official subreddit have highlighted both enthusiasm and concern, with users debating pricing (€100 for home, €110 for away) alongside design merits. The cost increase compared to previous seasons has sparked conversations about accessibility for younger fans.
Several supporters have expressed particular appreciation for the classic Adidas aesthetic, noting how the three stripes complement Liverpool’s traditional red better than recent Nike designs. The departure from Nike’s more experimental approaches appears to resonate with fans seeking traditional football kit styling.
Player Integration and Squad Number Announcements
The new Liverpool kit launch coincided with official squad number announcements for the club’s summer signings, creating additional excitement around the new partnership. Star acquisition Florian Wirtz will wear the prestigious number 7 shirt, previously donned by legends including Kevin Keegan and Luis Suarez.
Jeremie Frimpong has been assigned number 30, whilst other new arrivals received their official squad numbers in a stylish video collaboration between Liverpool and Adidas. The timing ensured fans could immediately purchase personalised shirts with correct names and numbers.
Professional photoshoots featuring first-team players modelling the new Liverpool kit have showcased how the designs translate from concept to pitch reality. Mohamed Salah, Virgil van Dijk, and other key players have been prominently featured in promotional materials, demonstrating Adidas’s commitment to leveraging Liverpool’s star power.
The integration process has been seamless despite the delayed start to the partnership, with Adidas providing comprehensive training kit ranges and lifestyle collections alongside the matchday strips. Liverpool’s women’s team and academy squads have also received complete new kit collections, emphasising the partnership’s holistic approach.
Historical Context and Future Implications
Liverpool’s return to Adidas represents the third collaboration between these sporting giants, following successful partnerships from 1985-1996 and 2006-2012. During these previous eras, Liverpool secured multiple league titles, FA Cups, and European trophies whilst wearing the three stripes.
The current Premier League champions’ decision to switch from Nike stems from Adidas’s superior financial offer and willingness to accommodate Liverpool’s unique commercial requirements. Unlike many clubs that outsource merchandising operations, Liverpool maintains complete control over their retail channels, maximising revenue potential.
Industry analysts suggest the new Liverpool kit deal positions the club alongside Europe’s commercial elite, with annual earnings comparable to Manchester City (£65 million), Arsenal (£60 million), and Chelsea (£60 million). Only Manchester United’s £90 million Adidas deal exceeds Liverpool’s guaranteed minimum.
The partnership’s 10-year duration provides stability and growth potential that shorter agreements cannot match. Liverpool’s commercial team, led by Ben Latty, has established global offices in Hong Kong, Japan, Singapore, Boston, New York, and London to maximise international opportunities.
Design Innovation Meets Traditional Heritage
Adidas’s approach to the new Liverpool kit balances innovation with respect for the club’s visual identity. The home shirt’s “dark strawberry red” represents a carefully selected shade that photographs well under floodlights whilst maintaining Liverpool’s distinctive colour profile.
Technical specifications include advanced moisture-wicking fabrics and ergonomic fits designed for professional performance. The player-issue versions feature additional technological enhancements, whilst replica shirts maintain comfort and durability for supporters.
The away kit’s shield-shaped crest modification demonstrates Adidas’s commitment to storytelling through design. The inspiration drawn from Anfield’s 1906 Main Stand architecture creates meaningful connections between past and present.
Goalkeeper kits have also received the Adidas treatment, with a striking light-green design that complements the outfield strips whilst ensuring optimal visibility. The complete collection approach ensures visual consistency across all team elements.
Marketing Campaign Captures Liverpool’s Essence
Adidas’s launch campaign for the new Liverpool kit, titled “Your Dream. Our Reality,” features a poetic journey through the club’s history and future aspirations. The promotional film includes club legends Ian Rush and Kenny Dalglish alongside current stars, creating powerful connections between different eras.
The campaign recreates iconic moments, including a modern interpretation of the famous Steven Gerrard and Xabi Alonso clay pigeon shooting advertisement. These nostalgic references resonate strongly with Liverpool supporters who remember the original Adidas partnerships.
Social media engagement has been substantial, with Liverpool generating 1.7 billion interactions across all platforms during the previous season. The new Liverpool kit launch represents a significant opportunity to capitalise on this digital reach and drive merchandise sales.
Strategic timing ensures maximum exposure, with the kits debuting during high-profile fixtures including the Community Shield against Crystal Palace at Wembley. These showcase opportunities provide ideal platforms for displaying the new designs to global audiences.
Retail Strategy and Global Distribution
Liverpool’s retail strategy for the new Liverpool kit leverages both digital platforms and physical locations to maximise accessibility. The club operates 20 standalone stores worldwide, with nine locations in Asia reflecting the region’s commercial importance.
Online sales through Liverpool’s official website and mobile app provide global reach, whilst partnerships with major retailers ensure widespread availability. The club’s decision to maintain control over merchandising operations distinguishes them from competitors who outsource these functions.
Pricing strategies reflect the premium positioning of the Adidas partnership, with home shirts retailing at £80-90 and away kits commanding slightly higher prices. Limited-edition items and player-specific merchandise create additional revenue opportunities.
The new Liverpool kit collection extends beyond matchday strips to include training wear, lifestyle clothing, and accessories. This comprehensive approach maximises the partnership’s commercial potential whilst satisfying diverse consumer preferences.
Liverpool’s new Liverpool kit launch represents a pivotal moment in the club’s commercial evolution, combining respect for tradition with ambitious future planning. The return to Adidas after 13 years signals confidence in both parties’ ability to achieve success together, whilst the substantial financial commitment provides resources for continued on-field excellence. As supporters begin purchasing and wearing these new designs, they become part of Liverpool’s ongoing story – one that honours the past whilst embracing an exciting future under the iconic three stripes.
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