Liverpool Unveils £60m Matchday Makeover with Adidas
A new era at Anfield will arrive with a new look – and a very modern price tag.
Andoni Iraola’s Liverpool is beginning to take shape off the pitch before a ball is kicked, with the club unveiling a £60m matchday makeover as part of its renewed partnership with Adidas for the 2026/27 season.
Adidas, Iraola and an Anfield reset
Iraola, fresh from steering Bournemouth into Europe, walks into a club determined to refresh its image as much as its squad. The Basque coach was introduced to supporters in Liverpool’s latest training wear, a deliberate signal that this is a clean break from the Arne Slot years and the start of something visually – and symbolically – different.
Adidas, back as kit supplier, has wasted no time. A new home shirt has already been revealed under the £60m agreement, but that is only the start. Training kits, pre-match wear and an extended lifestyle range are being rolled out as Liverpool leans into a full-scale summer rebuild, on and off the grass.
The financial impact is already clear. Since Liverpool confirmed Adidas’ return as kit partner last year, the club has seen a remarkable 700% surge in kit sales, with shirts shipped to fans in more than 150 countries. That spike feeds directly into club revenues under what is described as a lucrative deal with the German giant.
Elite status – and exclusive pre‑match armour
The commercial success has earned Liverpool a place in Adidas’ ‘Elite’ clubs list for 2026/27. That label is more than marketing. It brings exclusive product lines, special edition shirts and a distinct visual identity for players and staff on matchdays at Anfield.
Elite status also places Liverpool in rare company. Only four clubs – Liverpool, Real Madrid, Manchester United and Arsenal – will receive a bespoke pre-match shirt for use before home games. It is a small group, and Adidas has chosen a bold, nostalgic route for Liverpool’s design.
The pre-match top carries a retro diamond pattern, lifted from the brand’s 1994 kit template. Players will warm up in that design, paired with tracksuit tops that echo the same geometric look. The training shirts have already gone on sale, joined by ‘stadium’ jackets pitched at £100, aimed squarely at supporters who want to mirror the matchday tunnel walk.
1990s flavour and a rolling redesign
Iraola’s first public steps as Liverpool manager came in the club’s new training range, backed by training sponsor AXA. The collection leans heavily into 1990s styling: jumpers, jackets and t-shirts that nod to an era when bold patterns and block colours dominated football fashion.
Supporters will not have to wait long for more. New leisurewear drops are planned, and a third kit launch is expected in April. The diamond-patterned pre-match shirts, eye-catching as they are, are only a mid-season act; they will be replaced halfway through the campaign by a fresh design, keeping the visual story moving as the season unfolds.
By the time 2026/27 kicks off, Liverpool will look radically different. A new manager on the touchline. A new kit supplier in full creative flow. A squad likely reshaped in the transfer market. Two years of the Arne Slot era will give way to Iraola’s vision, wrapped in Adidas stripes and framed by a club intent on turning style, nostalgia and global demand into hard cash.
The question now is simple: can the football match the ambition of the new Anfield look?
