Liverpool's £60 Million Makeover: A New Era with Adidas

Liverpool are dressing for a new era – and the price tag is £60 million.

Andoni Iraola’s arrival signals a tactical reset at Anfield, but the club will look different long before a ball is kicked. Adidas, back in the fold and emboldened by staggering sales, has handed Liverpool a full matchday makeover for the 2026/27 season, from home shirt to pre-match walkout gear.

This is not just a new kit. It is a full rebrand of how Liverpool step into a stadium.

Adidas goes all‑in on Anfield

Iraola, fresh from steering Bournemouth into Europe, inherits a club that has just cashed in on a booming reunion with Adidas. Last season’s relaunch brought a 700% surge in kit sales, with shirts flying out to more than 150 countries. That explosion in demand has fed directly into a lucrative £60m deal and convinced Adidas to push Liverpool into its inner circle.

For 2026/27, Liverpool join the brand’s ‘Elite’ clubs list – a small, high-profile group that also includes Real Madrid, Manchester United and Arsenal. That status carries weight. It means bespoke ranges, special edition drops and a distinct visual identity for players and staff on matchdays.

It also means something supporters will notice straight away: a unique pre-match shirt reserved for those four clubs alone.

Retro diamonds and a modern money machine

That pre-match top leans heavily into nostalgia. Adidas have gone back to a 1994 template, reviving a bold retro diamond pattern that will cover both shirts and tracksuit tops worn during warm-ups at Anfield. It is a deliberate throwback, a nod to the brand’s history with the club, repackaged for a global audience eager to buy into the story.

Training shirts, part of the same overhaul, are already on sale, joined by ‘stadium’ jackets pitched at £100. The commercial intent is clear: every phase of a matchday, from arrival at the ground to the final whistle, now comes with its own tailored look – and its own price point.

The Elite designation also opens the door to a stream of fresh product. Alongside the core home shirt, fans will see unique clothing ranges, special edition items and a third kit launch pencilled in for April. Even the diamond-pattern pre-match shirts are temporary; they will be swapped out midway through the campaign for a new design, keeping the carousel spinning and the tills ringing.

Iraola steps in wearing the future

Liverpool chose their moment carefully. When Iraola was introduced to the fanbase, he did so already wrapped in the new era’s branding. The Basque coach appeared in the club’s latest training range, produced by Adidas and fronted by training sponsor AXA.

That collection leans into a 1990s aesthetic: jumpers, jackets and t-shirts with a retro flavour that matches the pre-match diamonds. It is a clear attempt to stitch together past and present – the heritage of Adidas at Anfield with the fresh ideas of a coach who has just earned his shot at one of Europe’s giants.

For supporters, the message is unmistakable. New manager. New structure. New wardrobe.

A clean break from the Slot years

All of this lands as Liverpool draw a line under two years of Arne Slot’s tenure. The shift is not just on the training ground or in the dressing room. It will be visible in every team photo, every tunnel shot, every warm-up routine under the lights.

By the time the 2026/27 season kicks off, Liverpool will have rebuilt their look from top to bottom: home kit, training wear, pre-match gear, leisure ranges and a refreshed third strip. The club is betting that a modern, globally marketable image can run in parallel with Iraola’s attempt to reshape the football.

The question now is whether this new £60m gloss will frame another chapter of genuine success, or simply dress up a work in progress on the pitch.