Andoni Iraola's New Era at Liverpool: Adidas Partnership Unveiled

The Andoni Iraola era at Liverpool will not tiptoe into Anfield. It will walk in under the floodlights wearing £60m worth of fresh Adidas branding and a very deliberate new look.

The highly regarded Basque coach arrives on Merseyside off the back of steering Bournemouth into Europe, and he steps into a club already deep into a commercial and visual reset. Adidas, back as Liverpool’s kit partner, has wasted no time in stamping its mark on the 2026/27 season.

Adidas goes all‑in on Anfield

The German giant has already unveiled a new home shirt as part of a deal worth £60m, but that is only the start. Training kits, pre‑match wear and a raft of off‑pitch gear have now been confirmed, feeding both the club’s coffers and its sense of renewal as Iraola takes charge.

The numbers behind the partnership are striking. Since Liverpool announced Adidas’ return last year, kit sales have rocketed by 700%, with supporters snapping up shirts from more than 150 countries. That surge has turned a lucrative agreement into a commercial powerhouse, handing Liverpool even more financial muscle for what is set to be a major summer rebuild under their new manager.

Adidas has responded by elevating Liverpool into its ‘Elite’ clubs list for 2026/27. That status matters. It places the club in a select group and unlocks bespoke ranges, special‑edition shirts and a distinct visual identity for players and staff at Anfield.

Elite company, retro edge

Elite status comes with a clear badge of honour: a special pre‑match shirt, reserved for only four clubs worldwide. Liverpool now stand in that bracket alongside Real Madrid, Manchester United and Arsenal.

The design leans into nostalgia. The pre‑match top carries a bold retro diamond pattern, lifted from the 1994 Adidas template that will be instantly familiar to long‑time kit obsessives. Players will wear it with matching tracksuit tops as they go through their final warm‑ups at Anfield, a throwback look wrapped around a very modern project.

Supporters do not have to wait. The training shirts are already on sale, as are the so‑called ‘stadium’ jackets, priced at £100 and clearly pitched as statement pieces for matchday.

Iraola steps in wearing the future

Liverpool’s new head coach has already been woven into the rollout. Iraola was presented to the fanbase in the club’s revamped training gear, a range sponsored by AXA and styled with a 1990s twist. Jumpers, jackets and t‑shirts echo that decade’s shapes and colours, tying the training ground aesthetic to the retro diamonds of the pre‑match kit.

There is more on the way. New leisurewear collections are planned, and a third kit launch is pencilled in for April. Even the pre‑match shirts will not stand still: the diamond design is set to be replaced midway through the campaign with a fresh pattern, ensuring the look evolves alongside Iraola’s team.

By the time the 2026/27 season kicks off, Liverpool will be almost unrecognisable from the side that spent two years under Arne Slot. New manager, new ideas, new wardrobe. The question now is whether this sharp, money‑spinning new image will be matched by an Anfield side capable of looking just as elite on the pitch.