Unveiling the New adidas-Liverpool Collaboration: A Game Cha

Unveiling the New adidas-Liverpool Collaboration: A Game Changer for Fans! LIVERPOOL, UK – August 16, 2025 – Liverpool Football Club and global sportswear giant Adidas have officially embarked on a landmark 10-year partnership, marking a highly anticipated reunion between two iconic entities in the world of football. The collaboration, which commenced on August 1, 2025, has already shattered club sales records, signaling a resounding success in its initial week and setting a new benchmark for sports merchandising. Record-Breaking Launch and Commercial Impact The launch of Liverpool's 2025/26 home and away kits, designed by Adidas, has been hailed as the most successful in the club’s history. In the first week of availability, kit sales surged by over 700% compared to the previous season's launch, demonstrating an unprecedented level of global demand. Orders for the new merchandise poured in from more than 150 countries, with a significant 80% of purchases made through the club’s official e-commerce platforms. Furthermore, Liverpool’s flagship Anfield store experienced its busiest trading week ever following the kit unveil. While the exact financial terms of the decade-long agreement remain confidential, industry reports suggest the deal could be valued between £65 million and £70 million annually. This figure is understood to be a base payment, with additional bonuses tied to on-field success and a percentage of global merchandise sales, potentially escalating the overall value significantly beyond previous partnerships. For comparison, Liverpool's preceding five-year deal with Nike, while having a basic annual fee of £30 million, generated substantially more through royalties, reportedly reaching up to £122. 8 million in the 2023/24 season. The new Adidas arrangement is poised to exceed these figures, solidifying Liverpool’s commercial standing among Europe’s elite clubs. Initial sales data also highlights fan preferences, with new summer signing Florian Wirtz's No.

7 shirt becoming the top-selling player jersey. Close behind is the No. 20 shirt honoring Diogo Jota. In a touching tribute, Liverpool FC announced that all profits generated from the sale of shirts with "Diogo J. 20" printed on the back will be donated to the LFC Foundation, the club’s official charity, to establish a grassroots football program in the late player's name. The marketing campaign accompanying the launch has also garnered immense attention. An "Alice in Wonderland"-inspired launch video, featuring current stars like Virgil van Dijk and Mohamed Salah alongside club legends such as Sir Kenny Dalglish and Jamie Carragher, accumulated over 40 million views across various platforms. The kit launch content alone generated 17 million engagements and 423 million impressions across Liverpool’s social media channels, making it the most engaged Premier League kit launch for the 2025/26 season. Historical Context and Strategic Reunion This partnership marks the third time Liverpool FC and Adidas have joined forces, rekindling a relationship steeped in history and success. Their previous collaborations spanned from 1985 to 1996 and again from 2006 to 2012. These periods are fondly remembered by fans for coinciding with significant achievements on the pitch, including multiple FA Cups, League Cups, and other domestic honours. The Adidas kits from these eras have achieved iconic status, deeply embedded in the club’s heritage and fan nostalgia.

The decision to switch from Nike, a partnership that ran from 2020 to 2025, signifies a strategic pivot for the club. While the Nike deal brought a period of success, including the Premier League title, and featured notable collaborations, some observers felt it never quite reached the anticipated commercial heights. The new 10-year agreement with Adidas reflects a growing trend within the Premier League, where clubs are opting for longer-term principal partner deals, typically spanning five to seven years or more, to ensure greater stability and leverage commercial rights. Bjørn Gulden, CEO of Adidas, expressed his excitement, stating, "We are very excited that Adidas and Liverpool Football Club are teaming up once again. The club is one of the biggest and most iconic names in world football with a huge fan base. We are honored to once again provide the players with cutting-edge technology to perform at the highest level. " Similarly, Billy Hogan, Chief Executive Officer of Liverpool FC, welcomed Adidas back into the "LFC family," emphasizing their shared history of success and the anticipation of creating more iconic kits. Fan Reactions and Future Outlook The reunion with Adidas has largely been met with fervent excitement among the Liverpool faithful, many of whom describe the feeling as "coming home. " The launch videos and promotional materials have resonated deeply, evoking a strong sense of nostalgia and optimism for the future. However, the initial unveiling was not without its minor controversies. A recurring point of contention among fans has been the font used for names and numbers on the back of the new shirts. Social media platforms were abuzz with calls for the club to reconsider the design, with many describing it as "awful" or "terrible," suggesting it detracts from an otherwise well-received kit.

Another talking point has been the absence of striker Darwin Núñez from the official promotional imagery and videos for the new kit. This omission has fueled speculation among supporters regarding the player’s future at the club, particularly amidst recent transfer rumors. Despite these minor criticisms, the overwhelming commercial success of the kit launch underscores the unwavering loyalty and passion of the Liverpool fanbase. Both Liverpool's Chief Commercial Officer, Ben Latty, and Adidas Football GM, Sam Handy, have acknowledged the significant anticipation surrounding the partnership and expressed confidence in its long-term potential. Next Steps and Continued Impact With the new partnership officially underway as of August 1, 2025, and the record-breaking sales of the new kits, Liverpool FC and Adidas are poised for a commercially vibrant decade. The team has already debuted the new home kit in pre-season friendly matches, and the away strip is expected to make its first competitive appearance in the upcoming Community Shield fixture. The collaboration is expected to significantly bolster Liverpool’s global brand presence, leveraging Adidas’s extensive international reach and sophisticated marketing capabilities. The focus will remain on driving merchandise sales and expanding the club’s commercial revenue streams, building upon the initial success of the kit launch. It remains to be seen if Liverpool FC and Adidas will address the fan feedback regarding the kit font in future editions, but the strong start to this renewed partnership sets a promising precedent for both entities. The unveiling of the new Adidas-Liverpool collaboration represents more than just a change in kit manufacturer; it signifies a strategic alignment that leverages shared history, global appeal, and a commitment to innovation. The record-breaking initial sales underscore the immense commercial power generated when two footballing giants reunite. As Liverpool FC embarks on this new chapter with Adidas, the partnership is set to redefine fan engagement and commercial success, blending cherished traditions with forward-looking strategies for the decade ahead.