Liverpool's £600m Adidas Kit Deal: Building on and off the Pitch
Exploring the finances and the excitement over Liverpool's brand new kits.
Liverpool’s New Adidas Kit Deal: Tradition Meets Transformation
Seeing Liverpool’s new 2025‑26 Adidas kit felt like flicking through a photo album of defining moments from my youth: Gerrard driving forward, Torres celebrating with electricity. Yet alongside that nostalgia is a forward‑looking confidence. The ten year Adidas deal provides the fiscal strength that Liverpool need. Combined with the £260 million spent this summer on signings like Mamardashvili, Frimpong, Kerkez, Wirtz and Ekitike it’s a statement that Liverpool are propelling themselves forward on and off pitch.
Adidas Return to Liverpool Values and Revenue
This Adidas deal has now began and is Liverpool’s third partnership with them, after spells from 1985‑96 and 2006‑12, eras marked by major trophies. Reportedly it will generate more than £60 million per year, significantly eclipsing previous contracts. That kind of stability can fuel recruitment, youth development, infrastructural investment and international marketing.
What Adidas understand well is how to amplify a club’s identity at scale. These new shirts will be worn in Liverpool, South Korea and every corner of the world. There’s real synergy in pairing Liverpool’s history with Adidas’ distribution power.
A Classic Era with Subtle Innovation
The home kit is an absolute hit: bold, uncomplicated red trimmed in plain white. Gone are last season’s pin‑stripes and yellow flashes, replaced with the famed 2006‑08 Adidas look. A fresh Liver Bird silhouette embeds the club’s heritage in its modern design.
The away kit takes a cleaner path: crisp white with red and black detailing. But its pure design makes it a hit amongst supporters beyong their footballing lifestyle.
Both kits retain the Hillsborough “97” flame emblem, and in a touching touch fans can opt for the printing of Diogo Jota’s No 20 on their replica shirts, with proceeds going to a LFC Foundation project in his name.
Squad Rebuilding Mirrors Ambition Behind the Shirts
Liverpool are investing in the future heavily. Arne Slot arrived in May 2024 and won the Premier League immediately in 2024/25. Now he’s backed handsomely. In the summer of 2025 signings came thick and fast: Giorgi Mamardashvili at the back, Jeremie Frimpong and Milos Kerkez on the flanks, Florian Wirtz in midfield and Hugo Ekitike up front – in total around £260 million spent. That reflects a serious plan and trust in young talent with high ceilings.
What excites me is how the kit and investment articulate together. The crisp, confident design delivers visually what the board are backing financially. Adidas supply the global appeal and Liverpool supply the ambition on the pitch. That blend feels intentional and polished. It’s fair to say that the kit is fit for champions.
Momentum, Identity and What Lies Ahead
Expect the home strip to debut in early August during friendlies against Athletic Club at Anfield, with the away kit potentially making its first competitive appearance in the Community Shield at Wembley against Crystal Palae.
It’s one thing to unveil shirts worthy of heritage. It is another thing to build momentum behind them off the pitch that matches what happens on it. Liverpool appear to be doing both. For supporters like me this is more than kit launch season. It is the start of an era that feels rooted in pride and propelled by possibility.