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Alongside the release of new home and away kits and a whole host of new merchandise, the club also opened the doors to its new, expanded club store at Anfield.

Adidas taking over from Nike as the Reds’s kit manufacturer from 2025 was announced back in March, bringing the club and the ‘brand with the three stripes’ back together again after 13 years.

But with an agreement with Nike in place that saw them cover the club’s summer tour of Hong Kong and Japan, giving them ample time to make the most of the Premier League title win, any teasing or mentioning of the deal was strictly off limits.



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On Friday, however, the announcement arrived that the club had inked a 10-year deal, one that had initially been pegged as a ‘multi-year’ deal and thought to be at five years, with the new branding across club merchandise arriving as the club opened its revamped and enlarged club store, with both the home, away and goalkeeper jerseys revealed.

But with a long-term partnership now in play, the club and adidas, who worked together on the redesign of the revamped club store, are focusing on servicing demand for what is set to be a busy time.

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Lee Dwerryhouse, SVP of LFC Merchandising, told the ECHO: “I think it's really exciting to be working with adidas again.

It's our third time, there's a lot of history there.

“We've got some really good products coming, obviously the normal stuff like the home, away, third kit and the training range, but we've also got some really strong culture wear and lifestyle products coming throughout the partnership.

“There's going to be over 300 products launching across the season, it's coming now and then there'll be regular drops throughout the season.

We can get access to products on a local basis, so it's really important for us to keep expanding that store portfolio.

“Every store that we open gives fans a place to visit, to touch and feel the product, to be closer to the club that they love.

“Our stores as well will also, depending on location, carry market-specific products, so we've just come from the Hong Kong tour and we had Hong Kong-specific products that will remain in that store for the duration.

“I think as well with stores what we tend to do is we'll do fan-facing events throughout the season, so, for example, we'll take former players, we'll take Mighty Red, we just took the Premier League trophy out to Hong Kong and Japan.

“We've got 20 stores now, it's the most in world sports.

Asia is a key market for the club, as is the Middle East, and they have expanded that reach with physical stores in recent years.

In a World Cup year, with the 2026 competition taking place next summer in North America, and with the club having a large US following in a nation that has become enamoured with football, and in particular the Premier League, the US is a likely destination for a standalone store in the future.

“Last year we toured in the US, so I think both the Asian and US markets are really important for the club, really passionate and engaged supporters in their markets,” said Dwerryhouse.

“We've got nearly 250m fans in Asia, we've got over 41m fans in the US.

We've got a lot of fans there we've obviously got American ownership as well so it's key for them.

“As we've seen, football continues to grow in that market so I think we're always looking at opportunities to find a way of providing fans with products on a localised basis.”

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Liverpool's 2025/26 home and away shirts

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