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Liverpool caused a stir with its kit launch on Friday, as the club embarked on its 10-year partnership with Adidas.
It’s a collaboration that has nostalgic ties for fans, with Adidas producing Liverpool kits on three previous occasions, the last of which came between 2006 and 2012. The jerseys also seem to be popular among supporters, particularly given they were themed around the iconic Liver bird.
With the club coordinating the kit launch with the release of its 2025/26 squad numbers, and it coming four das before the double-headed friendlies against Athletic Bilbao, when the jersey will be worn for the first time, there was certainly no shortage of marketing planning with this launch. We’ve rounded up a few things you might have missed from this mega kit unveiling.
Promo video
One that you definitely need to check out: Adidas’ commercial for the kit is packed full of golden moments.
The Alice in Wonderland-themed video is set around a young fan getting locked in the stadium and club store as the new shirt is released.
It features no shortage of Liverpool legends; John Barnes with a microphone, Sir Kenny Dalglish wearing an Adidas tie, Ian Rush being passed a pint of milk.
Current Reds also feature too, with Mohamed Salah playing chess, Curtis Jones joking with groundstaff and Alexis Mac Allister and Ryan Gravenberch recreating a Steven Gerrard and Xabi Alonso target practice drill.
More nostalgia
Adidas has certainly capitalized on the link with Liverpool’s past. Other legends were involved in the promo video, such as Jamie Carragher, Sami Hyypia, Robbie Fowler, and Bruce Grobbelaar. Several, including Dalglish, posted on social media about the new kit launch, while ex-Red John Aldridge was in attendance at the club store on Friday morning as the shelves were suddenly stacked with Adidas gear.
New store
More on that club shop, Liverpool conveniently chose Friday as the day to open its expanded club store. The shop at Anfield has increased to 20,000 sq ft and includes a larger entrance, staircase and mezzanine. There is also a new Liver bird statue at the entrance.
Retro feel
Unsurprisingly, given the sense of nostalgia surrounding this kit release, some classic Liverpool kits, including a few memorable Adidas shirts, are available in the club shop.
Other non-kit merchandise such as jackets, shoes and accessories have also been released.
Classic kits
Building on that retro aspect, Classic Football Shirts has announced a new pop-up store in Liverpool this weekend. It is located at College Lane in the city center and includes 20 rare match-worn Liverpool Adidas shirts.
Inside Anfield
The link with Liverpool’s new retail partner even stretches to the club’s ground, with the huge Nike tick previously painted onto the seats at Anfield replaced by the three-stripe Adidas logo.
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