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German manufacturer adidas will make Liverpool kits from the 2025/26 campaign onwards(Image: ilbusca via Getty Images)

The summer months are when the flurry of new kit releases comes along.

With almost all Premier League clubs changing their kits on an annual basis, it’s a money-spinning affair for clubs.

What has tended to happen in more recent seasons is that clubs have played in next season’s kit in the final game of the previous regular season, allowing for the earlier release of shirts and maximising the merchandising window of the summer months, when shirt purchases spike.

Clubs change kit suppliers regularly at the top level, with the typical length of kit supplier deals on a per deal basis around five years.

New home, away and third kits are complemented by a new range of training and leisurewear merchandise.

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The situation for Liverpool is different this summer.

The club moves over from Nike to Adidas for next season, but until the end of July the Reds are still contractually obligated to the American sportswear giant, with the club playing three pre-season friendlies, including the games on the tour of Hong Kong and Japan against AC Milan and Yokohama F.

Marinos, in last season’s kit.

The online and physical retail operation for the club also continues with Nike until the end of the month, with the official start date of the Adidas deal being August 1, three days prior to the Anfield friendly clash with Spanish side Athletic Bilbao.

While images have been teased over the new kit, nothing official has arrived, nor is it expected to prior to the August 1 launch, with the club mindful of being respectful to the agreement they had with Nike, with the two companies having had a good working relationship.

But the launch will also coincide with the opening of a bigger, revamped LFC store at Anfield.

The landed on shirt designs with Adidas some time ago and mass production has taken place on shirts and other Adidas/LFC apparel with the launch date in mind.

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With a changeover in kit suppliers a more rare occurrence, the opening weeks of August are likely to be extremely busy for the club’s global retail operations.

That means that a new kit launch with completely new merchandise with a new kit supplier is a logistical challenge.

But Liverpool has been prepping for its continued growth and the expected increase in demand that will come not only this summer but in years to come, with the creation last year of its first international fulfilment centre, based in Roermond, the Netherlands.

The club has a distribution centre in Liverpool but the Netherlands hub, which was brought to life through the club’s commercial partnership with global logistics giant UPS, will enable the club’s retail arm to best support its ambitious international strategy by servicing demand at a greater level, which will arrive in the coming weeks through the new kit launch.


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