Liverpool Returns to adidas: A Heritage Reborn with a Modern Twist
- Jomanda Heng
- Aug 2
- 3 min read
When Liverpool FC announced their new ten‑year partnership with adidas, it wasn’t just about a kit supplier change—it was about rekindling a legacy. After over a decade apart, the Reds are once again donning the iconic three stripes, marking a powerful return that has fans buzzing across the globe.
A Reunion Years in the Making
Liverpool and adidas share a rich history, with iconic collaborations from 1985 to 1996 and again between 2006 and 2012. Now, starting with the 2025/26 season, the partnership is back. The new deal, worth a base of £30 million per year plus 20% royalties, could make Liverpool’s annual kit revenue soar beyond £60 million—matching Manchester United’s colossal adidas agreement.
The move officially ended the club’s five‑year partnership with Nike, setting the stage for a new era of design, identity, and commercial strategy.
Limited‑Edition Sambas: A Love Letter to the Fans
To celebrate the launch, adidas unveiled a limited‑edition Liverpool Samba trainer. Featuring white leather with red stripes, the club crest on the tongue, and “YNWA” in gold, these Sambas blend heritage and streetwear in perfect harmony. The trainers sold out within hours online, proving their appeal among die‑hard fans and sneaker collectors alike.
For many, the Sambas symbolize more than footwear—they are wearable history, echoing Liverpool’s most triumphant eras under adidas.
A Social Media Takeover
adidas and Liverpool pulled no punches in their digital rollout. adidas football’s global channels dropped cinematic launch films, including a fantasy‑style short featuring club legends like Sir Kenny Dalglish and Jamie Carragher. Liverpool’s own Instagram and X profiles rebranded instantly, with bold messaging: “Red, redefined — Our @adidasfootball 2025/26 home kit is here.”
The strategy was clear: this wasn’t just a kit drop, it was a global event designed to merge nostalgia with modern fan engagement.
Adidas vs. Nike: What’s the Real Difference?
While Nike’s tenure brought some innovative marketing and bold kit designs, many fans felt their shirts lacked Liverpool’s cultural DNA.
With adidas, the difference is clear:
Heritage design: A minimalist home kit with sharp white trims and a retro‑inspired cream away kit connect directly to Liverpool’s past glories.
Commercial model: adidas offers a royalties‑based structure, meaning sales success directly benefits the club—unlike Nike’s flat fee model.
Fan connection: The return of the three stripes taps into nostalgia, a priceless commodity in football culture.
Where Nike emphasized global reach and flashy patterns, adidas is leaning into heritage, tradition, and performance storytelling—values Liverpool fans deeply resonate with.
Source: Liverpool
Beyond the Jerseys
The kit launch wasn’t the only highlight. adidas also introduced a Pre‑Match shirt inspired by Anfield’s Shankly Gates and a Z.N.E. Anthem jacket detailed with the iconic “You’ll Never Walk Alone” mantra. Together with the Sambas, the rollout signals adidas’s intent to integrate lifestyle fashion with on‑pitch gear, creating a seamless bridge between football and culture.
Conclusion
Liverpool’s return to adidas isn’t just a kit supplier switch—it’s a bold move that unites tradition with modern strategy. From the sold‑out Sambas to the cinematic social campaigns, the launch captures what it means to be part of Liverpool: heritage, passion, and identity. Compared to Nike, adidas is offering not only performance and style but also a deeper connection to the club’s storied history.
The message is clear: for Liverpool, this is more than football—it’s legacy reborn.
References
Reuters – “Liverpool sign multi-year deal with Adidas to replace Nike”https://www.reuters.com/sports/soccer/liverpool-sign-multi-year-deal-with-adidas-replace-nike-2025-03-10/?utm_source=chatgpt.com
TalkSport – “RANKED: Where Liverpool's blockbuster new £300m kit deal compares to Man United, Arsenal and more rivals”https://talksport.com/football/3003680/liverpool-kit-deal-ranked-man-united-arsenal/?utm_source=chatgpt.com
AP News – “Liverpool switches back to Adidas from Nike for next season”https://apnews.com/article/3fce7717e04309593bc05e19a6610781?utm_source=chatgpt.com
adidas Newsroom – “adidas and Liverpool FC launch new home and away jerseys for the 2025-26 season”https://news.adidas.com/football/adidas-and-liverpool-fc-launch-new-home-and-away-jerseys-for-the-2025-26-season/s/0b9b8bc0-4612-43d1-a9bf-06c874de3b40?utm_source=chatgpt.com
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