August 1 – Liverpool have unveiled the first Adidas home and away kit to kick off their new €60 million a year, 10-year partnership, after the club’s deal with Nike officially expired at midnight last night.
Both kits will be worn across men’s and women’s teams, with a third kit expected to be officially unveiled in the coming weeks.
The new kit and apparel partnership launches as Liverpool have ramped up their merchandising operations. Last week Liverpool opened theie ninth club store at Kai Tak Sports Park in Hong Kong. As well as nine bricks-and-mortar outlets, Liverpool has more than 100 shop-in-shops, multiple pop-ups, and dedicated ecommerce platforms throughout Asia.
The new announcement saw the kit modelled by new signing Florian Wirtz, whose number was also officially announced this morning — he will take the number 7 previously frequented by Bayern-bound Luis Diaz.
The club have offered fans the opportunity to honour Diogo Jota by having ‘Diogo J. 20’ as an option to print on the back of their shirts. All profits made from that customisation premium will go straight to the LFC Foundation, the club’s official charity, which has committed to creating a grassroots football programme in Jota’s name.
Ben Latty, chief commercial officer at LFC, said: “This is more than just the launch of a new kit – it marks the beginning of a 10-year relationship for LFC and adidas. Since announcing the partnership in March, there’s been a huge sense of anticipation and excitement. This first collection sets the tone for seasons to come.”
Sam Handy, GM at adidas football, said: “The return of adidas to Liverpool FC is a momentous occasion for us. Seeing our iconic three stripes adorning Liverpool FC kits again is something we’re incredibly proud of.
The Premier League Champions will debut the new home kit during the pre-season doubleheader at Anfield against Athletic Club on August 4 and the new away kit during the Community Shield game against Crystal Palace on August 10.
Contact the writer of this story, Harry Ewing, at moc.l1754181029labto1754181029ofdlr1754181029owedi1754181029sni@g1754181029niwe.1754181029yrrah1754181029