Liverpool Football Club has officially reopened its flagship retail store at Anfield Stadium, marking a pivotal moment with the global launch of the much-anticipated new Adidas Kit partnership. This event heralds a fresh era for the club’s Football Merchandise, drawing significant attention from fans eager to embrace the latest team apparel.
The reopening was a high-profile affair, with the ECHO’s shopping reporter, Ray Bonsall, providing an exclusive first look inside the redesigned Anfield Store retail space. Early attendees witnessed the official unveiling of the new home and away New Season Kits, alongside a special reveal of new club signings’ squad numbers for both the men’s and women’s teams, adding an extra layer of excitement to the grand occasion.
This launch signifies the beginning of a significant 10-year collaboration between Liverpool FC and the renowned German sportswear giant, Adidas. The new home shirt is the very first under this long-term LFC Partnership agreement, officially concluding the previous kit partnership and initiating a new chapter in the club’s visual identity on the pitch.
Fan enthusiasm was palpable, with supporters like Max expressing excitement over leaked designs and a preference for Adidas’s sleek aesthetic. Young fans, including 10-year-old William and five-year-old Louis, proudly showcased their new Football Merchandise, with Louis particularly admiring the stripes. Early risers, such as Wayne Francis and his seven-year-old son Sebastian, queued from 6:30 AM to be among the first to secure the fresh collection, highlighting the immense anticipation surrounding the new Adidas Kit.
Both club and brand executives lauded the LFC Partnership’s strategic importance. Ben Latty, LFC’s chief commercial officer, emphasized that the event was “more than just the launch of a new kit – it marks the beginning of a 10-year relationship.” Sam Handy, GM at Adidas Football, echoed this sentiment, stating the return of Adidas to Liverpool FC was a “momentous occasion,” praising the new home jersey as a “true representation of the Liverpool DNA.”
Beyond the kit unveiling, the Anfield Store itself underwent a substantial transformation. The retail space has expanded significantly, now boasting a roughly 20,000 sq ft floor plan, an increase of nearly 4,000 sq ft. This extensive refurbishment, which began on May 26, includes a wider entrance, a new staircase, and an expanded mezzanine, all designed to enhance the shopping experience and accommodate the estimated one million fans expected this season seeking new Football Merchandise.
The new home and away New Season Kits for the 2025/26 season, unveiled simultaneously, feature the Reds’ iconic Liver Bird crest and sponsor logos, with the distinctive three white Adidas stripes adorning the sleeves. These authentic and replica versions are now available globally across Liverpool’s 19 club stores, various international retailers, and online platforms, making the latest Adidas Kit accessible to fans worldwide.
The simultaneous unveiling of both home and away jerseys on August 1st was necessitated by the delayed conclusion of the previous Nike deal, which was extended due to the global pandemic. This strategic timing ensures a comprehensive release, with the away kit notably adopting an elegant off-white strip, offering fans a distinct alternative for the upcoming season, further solidifying the LFC Partnership with Adidas.
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