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Liverpool FC is set to officially switch their kit supplier from Nike to Adidas starting 1 August 2025, marking a major commercial shift for the club. This new partnership will last five years and is expected to bring a significant financial boost, reportedly surpassing £60 million per year, which eclipses the previous Nike deal. The agreement represents one of the most lucrative kit supply contracts in football and aligns Liverpool with Adidas' elite status suppliers.

A unique commercial tactic is being employed around this transition: Liverpool has chosen to delay the release of updated official photos and kit unveilings to coincide with the Adidas launch. This includes temporarily using placeholder squad numbers for new signings to align with Adidas-branded promotional campaigns. This strategic synchronisation aims to maximise merchandise sales revenue from the outset, crucial given Liverpool’s recent high-profile signings such as Florian Wirtz acquired for a club record £116 million.

Additionally, Liverpool is set to showcase special edition shirts in their upcoming match against Yokohama F. Marinos, featuring one-off fonts for player names and numbers on the front. This limited edition presentation is part of the build-up to Adidas becoming the new kit supplier, enhancing fan excitement and commercial appeal.

The Adidas deal not only signals a return to a historic supplier—Liverpool and Adidas shared a kit partnership before the Nike era—but also opens new commercial avenues, including expanding in Asian markets. This combined strategy of timing, branding, and merchandising aims to strengthen Liverpool’s financial footing while energising the fanbase through a highly anticipated kit era.

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PP