Liverpool has announced a record-breaking commencement to their 10-year partnership with Adidas, with home kit sales surpassing last year’s launch by over 700% according to club figures. Additionally, the club recorded 17m engagements and 423m impressions across social media platforms. The agreement is valued at over £600m. #zee

Liverpool Football Club has officially kicked off its newly rekindled 10-year partnership with Adidas in spectacular fashion, as revealed by the club earlier this week. This long-term collaboration marks a major commercial milestone, reigniting a classic alliance from decades past.

In a stunning inaugural week, Liverpool’s new home kit sales have exploded—outpacing last year’s launch by more than 700 percent. This reflects an unprecedented burst of global demand that has exceeded all expectations.

Orders have poured in from a staggering 150 countries, demonstrating the club’s truly worldwide fanbase. Both the official LFC online store and the club’s newly revamped Anfield store enjoyed record-breaking activity in that period.

Social media buzz has also been off the charts. Content related to the kit launch generated 17 million engagements and achieved 423 million impressions—making it the most engaging Premier League kit launch so far this season.

Liverpool and Adidas’s renewed partnership is valued at over £600 million, establishing it as one of football’s most lucrative kit deals to date. (

The excitement didn’t stop at sales. Former legends like Sir Kenny Dalglish, Ian Rush, John Barnes, Robbie Fowler, and Jamie Carragher joined current stars—Virgil van Dijk, Mohamed Salah, Curtis Jones, and Ceri Holland—in an imaginative, Alice in Wonderland-style launch video that delighted fans.

Interestingly, the top-selling shirt was that of new signing Florian Wirtz, whose name and number (#7) flew off the shelves. In a touching tribute, shirts bearing ‘Diogo J. 20’—honoring the late Diogo Jota—were the second best-sellers, with all profits directed to the LFC Foundation for a grassroots football programme in his name.

Behind the scenes, this deal reflects a strategic return to Adidas, offering financial stability and synergies rooted in historical success. The partnership promises to combine performance innovation with Liverpool’s timeless heritage.

Looking ahead, this blockbuster launch sets a high bar for the seasons to come—both on and off the pitch. If this debut week is any indicator, Liverpool’s future with Adidas is off to a