Liverpool FC’s blockbuster 10-year partnership with Adidas has ignited a global frenzy, with 2025/26 home and away kit sales surging an astonishing 700% compared to last season’s Nike launch.
Fans from over 150 countries have snapped up the new kits, with 80% of purchases made online and the revamped Anfield store recording its busiest week ever.
The launch campaign, featuring a viral Alice in Wonderland-themed video starring captain Virgil van Dijk and club legend Sir Kenny Dalglish, amassed over 40 million views, 17 million engagements, and 423 million social media impressions, making it the Premier League’s most popular kit launch this season.
Florian Wirtz’s No. 7 shirt tops the sales charts, followed by Diogo Jota’s No. 20, with all proceeds from Jota’s shirts supporting the LFC Foundation’s new community football initiative.
The deal, reportedly worth over £60 million annually, marks a triumphant return for Adidas, blending iconic design with Liverpool’s massive global fanbase.
