Liverpool FC has kicked off its new ten-year partnership with adidas in record-breaking fashion, with the launch of the 2025/26 home and away kits marking the most successful in the club’s history.
Sales have surpassed all previous launches, with demand soaring worldwide. The new home kit alone has seen a staggering 700% increase in sales compared to last year’s launch, with orders placed from over 150 countries.
Around 80% of all purchases were made through the club’s ecommerce platforms. Meanwhile, the newly refurbished Anfield flagship store recorded its busiest week ever following its reopening, perfectly timed with the kit unveil.
The new kits are available now via the official LFC online store, LFC retail app, and in-store at official outlets both in the UK and internationally.
The global campaign featured an Alice in Wonderland-inspired launch video starring first team players Virgil van Dijk, Mohamed Salah, Curtis Jones and Ceri Holland, alongside club legends including Sir Kenny Dalglish, Ian Rush, John Barnes, Robbie Fowler and Jamie Carragher.
Launch content, including teaser clips, shirt number reveals, and the main video, has amassed over 40 million views. Across social platforms, the kit reveal generated 17 million engagements and 423 million impressions, making it the most engaged Premier League kit launch of the 25/26 season.
Blending adidas’ latest performance innovation with a modern take on LFC heritage, the kits are available in both short and long-sleeve versions, offering fans more choice than ever.
New signing Florian Wirtz leads the way in shirt name-and-number sales, followed closely by tributes to Diogo Jota, with fans opting for ‘Diogo J. 20’. All profits from Diogo Jota shirt printing, purchased via official club channels or adidas’ online store, will go directly to the LFC Foundation. The club’s charity will launch a grassroots football programme in Jota’s name.
Liverpool FC would like to thank supporters around the world for their phenomenal response, helping to make the start of this new chapter with adidas a record-breaking success.
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