Adidas Unveils £60m Matchday Makeover for Iraola's Liverpool

Anfield’s next act under Andoni Iraola will not just sound different. It will look different too.

Liverpool have unveiled a sweeping £60m matchday makeover as the Basque coach prepares for his first season in charge, with Adidas rolling out a full visual reset for 2026/27 that stretches from the home shirt to pre-match wear and training gear.

Adidas goes all‑in on Iraola’s Liverpool

Iraola arrives on Merseyside with his stock high after steering Bournemouth into European football, and Liverpool are moving quickly to wrap that fresh start in a new identity. Adidas, back as kit supplier after last year’s reunion with the club, has confirmed a major expansion of its partnership built around the new era at Anfield.

The German brand has already launched the 2026/27 home shirt as part of a £60m deal. Now it has lifted the lid on the rest of the matchday wardrobe: training kits, pre-match shirts and a wider clothing range that will help bankroll what is expected to be a significant summer rebuild under the new manager.

Liverpool’s decision to return to Adidas has already paid off. The club reported a 700% surge in kit sales last season, with supporters snapping up shirts in more than 150 countries. That commercial spike has strengthened the club’s hand in negotiations and underpinned what has become one of the most lucrative technical partnerships in European football.

Elite status – and elite treatment

On the back of that success, Adidas has promoted Liverpool into its ‘Elite’ clubs group for the 2026/27 campaign. It is a small, high-profile circle – and the benefits are immediate.

Elite status means Liverpool join Real Madrid, Manchester United and Arsenal as one of only four sides to receive a bespoke pre-match shirt for games at Anfield. It is a clear signal of how the brand now views the club: not just as a big seller, but as a flagship.

That pre-match shirt leans heavily into nostalgia. Adidas has reached back to its 1994 template, reviving a bold retro diamond pattern that will run across both the tops worn in the warm-up and the matching tracksuit jackets. The look is unmistakably 90s, a deliberate nod to an era when the brand’s designs became cult classics.

The training shirts and so-called ‘stadium’ jackets built around the same theme have already gone on sale, with the jackets priced at £100. For a club chasing every marginal gain off the pitch as well as on it, the numbers matter as much as the aesthetics.

Iraola steps in wearing the future

Liverpool chose their moment carefully. Iraola’s first appearance to the fanbase as the club’s new head coach came with him already wrapped in the next chapter of the Adidas story.

His unveiling featured the new training range, produced in partnership with training sponsor AXA. The collection is another deliberate throwback: jumpers, jackets and T-shirts built in a 1990s style, echoing the decade’s bolder shapes and looser fits while carrying a modern performance cut.

For supporters, this is only the start. New leisurewear ranges are in the pipeline, and a third kit launch is expected in April. The retro diamond pre-match shirts will not last the whole campaign either; they are scheduled to be replaced mid-season by a fresh design, keeping the look evolving as Iraola’s side beds in.

By the time the 2026/27 season kicks off, Liverpool will have shed almost every visual trace of the last regime. Two years of Arne Slot at Anfield give way to a new Basque blueprint, wrapped in Adidas stripes and framed by a £60m wardrobe.

The football will define the Iraola era. But from the first walk down the tunnel, there will be no doubt that Liverpool have turned the page.