Liverpool FC reunite with adidas for 10-year deal

Liverpool FC are back with adidas, agreeing a new 10-year partnership and launching the club’s new home and away kits.

This marks the third time the Premier League club have partnered with the German sportswear brand, following previous agreements from 1985 to 1996 and 2006 to 2012. The new home shirt features an all-red colourway with white stripes, while the away strip is off-white with black and red detailing and a crest design inspired by the shape of Anfield’s Main Stand from 1906. Both jerseys feature the 97 emblem on the reverse in memory of the Hillsborough disaster.

The launch was supported by a video campaign featuring current players such as Virgil van Dijk and Mohamed Salah, alongside club legends including Sir Kenny Dalglish and Ian Rush. As part of the launch, all profits from Diogo J. 20 shirt printing will be donated to the LFC Foundation to create a grassroots football programme in the player’s name.

Ben Latty, Chief Commercial Officer at LFC, said, “This is more than just the launch of a new kit – it marks the beginning of a 10-year relationship for LFC and adidas. Since announcing the partnership in March, there’s been a huge sense of anticipation and excitement. This first collection sets the tone for seasons to come.“

Sam Handy, GM at adidas football, said, “The return of adidas to Liverpool FC is a momentous occasion for us. Seeing our iconic three stripes adorning Liverpool FC kits again is something we’re incredibly proud of. The home jersey is a true representation of the Liverpool DNA – classy and understated – while the away jersey pays homage to the club’s rich history. I speak on behalf of everyone at adidas when I say this is just the start of an incredible journey and we’re extremely excited for what’s to come.“

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