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Back in March, when revealing the ‘worst kept secret in football’ as Adidas teamed up with the Reds once more, Liverpool were marching towards the Premier League title.

They have had to wait five months for the partnership to officially get underway.

In the meantime, the newly-crowned Premier League champions have enjoyed a record-breaking transfer window.

Breaking their own club-record to sign Florian Wirtz in a deal worth up to a British record £116m, their current outlay stands at £295m.

But on the day Adidas officially took over as the Reds’ kit partner, Liverpool were further showcasing their intent as they made their move for long-time target Alexander Isak.

Their £110m offer was rejected by Newcastle, but the player clearly wants the move and that Liverpool are in a position to smash the £400m barrier this summer shows the lofty position they find themselves in.

The new kit has been unveiled in the store but you can also shop it online(Image: Andy Teebay/Liverpool ECHO)

The Reds are spending like the Premier League champions.

And one which both parties will hope coincide with the club emerging as the continent's top force once more - like they were when first teaming up 40 years ago.

The Reds have spent the summer expanding and refurbishing their flagship club store at Anfield over the summer, having previously opened in 2017 as part of the Main Stand's £110m renovation.

Such timing was inevitably with one eye on the start of the Adidas deal and Liverpool’s new kits being unveiled to the public.

Liverpool's 2025/26 home and away shirts

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Sure enough, he was heavily included in the promotion of the club’s new home kit - even taking his place alongside Mohamed Salah in donning the jersey on the front cover of Friday’s ECHO.

But for the playmaker to also be handed the iconic number seven shirt will have no doubt proven even sweeter for the powers that be at both club and sportswear giant.

Supporters were queueing outside the Anfield club shop from 6.30am on Friday ahead of its official re-opening as they looked to get their hands on Liverpool’s latest shirts and training wear.

The ECHO were treated to a special tour around the shop ahead of its opening at 9am as the final finishing touches were put into place - with the new-and-improved store featuring a wider entrance, expansion of the mezzanine floor, relocation of the staircase and escalator to improve accessibility and the addition of more tills, which will now be cashless to better meet demands of a busy matchday crowd.

(Image: Andrew Teebay Liverpool Echo)

At the front, you are greeted by a giant Liver bird in front of the aforementioned staircase, with Liverpool and Adidas logos aplenty, leaving you in no doubt about their latest partnership.

Within minutes of Adidas posting its own launch video at 8.51am, it was been screened on the big screen on the staircase.

But it was upstairs that was most fetching, with the majority of new kit and training wear, along with retro offerings, on display.

It was pointed out how long-sleeved football shirts are now back on offer, having not previously been available under Nike’s watch.

And at the back of the shop, Wirtz’s number seven home shirt, along with Milos Kerkez’s number six away jersey and Alisson Becker’s number one goalkeeping top took pride and place above the shirt-printing area.

WELCOME to Blood Red – your NEW monthly fix from the ECHO covering all you need to know about what’s happening at Liverpool FC.

Our brilliant team of writers cover Arne Slot’s side all season long, home, away and abroad seven days a week to produce the best content every day for the ECHO, both in print and online.

And now this monthly print edition of Blood Red will add to that mix with top features, interviews, analysis, comment, nostalgia, previews – and sometimes a bit of humour!

But having had to wait all summer for the Adidas deal to officially start, that is nothing new with Liverpool already well on their way to enjoying the fruit of its labours.


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