NewsLFC and adidas celebrate record-breaking start to new partnership
Liverpool FC can confirm a record-breaking start to its new 10-year partnership with adidas – with more home and away kits sold in the past week than ever before.
The launch of the adidas-designed home and away kits has been the most successful in the club’s history, with unprecedented levels of demand across the world.
The home kit outstripped sales of last year’s launch by more than 700 per cent, with orders from 150 countries to date.
A total of 80 per cent of purchases have been made via the club’s ecommerce platforms, and LFC’s flagship Anfield store had its busiest week ever at the newly refurbished outlet, which was reopened in time for the new kit launches.
The home and away kits are available to purchase on LFC’s official online store, in official LFC stores (UK and internationally) and via the LFC Store app for delivery.
Reds legends past and present came together to celebrate the launch of the eagerly anticipated new adidas home and away kits.
Current players including Virgil van Dijk, Mohamed Salah, Ceri Holland and Curtis Jones joined in an Alice in Wonderland-inspired launch video, alongside greats such as Sir Kenny Dalglish, Ian Rush, John Barnes, Robbie Fowler and Jamie Carragher.
There have been more than 40 million views of the launch video content, including teaser, squad numbers reveal and the exclusive dreamlike video, which you can watch below.
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Watch on YouTubeThe club also recorded 17 million engagements and 423 million impressions across its social channels for content solely related to the kit launch, making it the most-engaged Premier League kit launch for the 2025-26 season.
The latest designs combine adidas’ cutting-edge performance technology with a deep respect for LFC’s heritage, reimagining what it means to wear the Liver bird. Both jerseys will be available in a short-sleeve and long-sleeve version, giving fans more choice than ever before.
Summer signing Florian Wirtz is the No.1 best seller for name and number printed on newly purchased shirts during the past seven days.
This is followed by fans who want to honour Diogo Jota by having ‘Diogo J. 20’ printed on the back of their shirts. All profits from his name and number printing at official club stores, via our official online store and adidas online stores will go to LFC Foundation, the club’s official charity. The Foundation has committed to creating a grassroots football programme in Diogo’s name.