Credit: DYM from Sportsverse
The reunion between Adidas and Liverpool FC has delivered immediate results — and set a new benchmark for football kit sales. The launch of the club’s 2025/26 home and away kits has been the most commercially successful in Liverpool’s history, with first-week sales up 700% compared to last season’s Nike-produced equivalent.
This is more than a story about a jersey. It’s a case study in how a global sportswear powerhouse can fuse heritage, on-field momentum, fashion influence, and digital reach into an unprecedented commercial win.
A Perfect Storm for Sales
Liverpool’s history with Adidas dates back to the mid-1980s and is associated with some of the club’s most iconic designs. Their renewed partnership coincided with Liverpool entering the new season as Premier League champions and fresh from a series of high-profile signings — including £116 million acquisition Florian Wirtz, whose shirt has topped sales charts since launch.
The August rollout included:
- An Alice in Wonderland-inspired launch campaign featuring club stars like Virgil van Dijk, Mohamed Salah, Ceri Holland, and Curtis Jones, alongside legends such as Kenny Dalglish, Ian Rush, and John Barnes.
- Massive digital traction — 40+ million video views, 17 million engagements, and over 423 million impressions across Liverpool’s social channels, making it the most-engaged Premier League kit launch of 2025/26.
Adidas’ Winning Formula in Football
While Nike dominates basketball, Adidas has long been the authority in football culture, dating back to the launch of the Samba in the 1960s. Under CEO Bjørn Gulden — a former professional footballer — the brand has aggressively deepened its ties with clubs, players, and leagues.
Key elements of Adidas’ football strategy include:
- Product innovation and revival — Relaunching classics like the Predator and F50 boots while introducing new signature lines such as Jude Bellingham’s.
- Fashion-football fusion — Collaborations with Y-3 for Real Madrid, Grace Wales Bonner for Arsenal, and Labrum London for Arsenal’s away kits.
- Lifestyle merchandising — Expanding beyond jerseys into training wear, travel apparel, and the fashion-forward Z.N.E tracksuit line.
This multi-layered approach ensures Adidas’ football products appeal as much on the streets and runways as they do on the pitch.
Commercial Momentum Beyond Liverpool
Liverpool’s record-breaking launch isn’t an isolated success. Arsenal’s newly released third kit has also been reported as a strong commercial performer, reinforcing Adidas’ dominance in the Premier League merchandising race.
Financially, the momentum is clear: in the first half of 2025, Adidas’ revenues grew 14% year-on-year, with operating profit up 70% to €1.2 billion ($1.4 billion).
Strategic Positioning Ahead of 2026
Adidas’ timing couldn’t be better. With the 2026 FIFA World Cup in North America — where Adidas is a primary sponsor and the official match ball provider — the brand is perfectly positioned to leverage its football-fashion synergy on a global stage.
Liverpool’s kit success under Adidas is more than nostalgia. It’s a sign of where football merchandising is heading: a blend of sport, style, culture, and digital storytelling — executed at a scale that turns shirt launches into global events.
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IMAGE: Liverpool FC
