Liverpool Football Club has officially unveiled its highly anticipated new home and away kits for the upcoming 2025-26 season, a landmark moment that heralds the beginning of a significant £60 million-a-year partnership with global sportswear giant Adidas Football. This exciting launch, featuring prominent figures such as Virgil van Dijk and Mohamed Salah, marks a new era for the Premier League champions, both on and off the pitch, as they embrace a refreshed visual identity.
The return to Adidas represents a full-circle moment for Liverpool FC, reuniting with the German brand for the first time since 2012, following a period under Nike. This lucrative agreement, announced earlier in the year, underscores the club’s commercial prowess and strategic vision, ensuring they remain at the forefront of sports merchandising and global brand presence for the next decade.
The newly revealed home kit showcases a timeless and clean aesthetic, featuring an all-red colourway that resonates deeply with the club’s heritage and passionate fanbase. This classic design is elegantly complemented by crisp white Adidas three stripes adorning the sleeves, culminating in a modern crew neck collar, offering both style and comfort for players and supporters alike.
In contrast, the away kit draws inspiration from Liverpool’s rich history, presenting an off-white base that harks back to iconic past designs. Bold black and red detailing provides a striking contrast, while the Liver Bird emblem is thoughtfully framed within a shield, a unique design element inspired by the distinctive shape of Anfield’s Main Stand from 1906, adding a layer of historical significance.
The kit launch campaign itself was a star-studded affair, with current first-team stalwarts like Virgil van Dijk, Mohamed Salah, Ceri Holland, and Curtis Jones participating in an imaginative Alice in Wonderland-inspired promotional video. They were joined by an esteemed lineup of club legends, including Sir Kenny Dalglish, Ian Rush, John Barnes, and Robbie Fowler, bridging generations of Liverpool greatness.
Fans will get their first glimpse of the new attire on the pitch very soon. The fresh home kit is set to debut during Liverpool’s pre-season double-header at Anfield against Athletic Club on Monday, offering an early opportunity to see the team in their new colours. The away kit will then make its inaugural appearance in the FA Community Shield clash with Crystal Palace on August 10, setting the stage for the new season.
Beyond the aesthetic appeal, the launch also carries a heartfelt charitable initiative. Liverpool FC has announced that all profits generated from supporters choosing to have “Diogo J 20” printed on the back of their New Kits, available through official club stores, online outlets, and Adidas retail channels, will be generously donated to the LFC Foundation, the club’s official charity, honouring a significant figure.
Ben Latty, Chief Commercial Officer at LFC, emphasized the long-term vision behind this partnership, stating, “This is more than just the launch of a new kit – it marks the beginning of a 10-year relationship for LFC and Adidas.” This statement highlights the strategic importance of the collaboration, promising innovation and success for the club’s commercial endeavours over the coming decade and beyond, solidifying its place in global football.
The introduction of these new kits, combined with the renewed partnership with Adidas, signifies Liverpool’s ongoing commitment to excellence, both in performance and in brand presence. As the Premier League season approaches, the excitement generated by these fresh designs and the financial backing they represent will undoubtedly fuel optimism among the club’s global fanbase, eager to see their team compete for top honors.
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