Liverpool has signed a multi-year deal with Adidas, commencing on August 1, 2025, marking the end of a five-year partnership with Nike. This change brings the iconic stripes back to Anfield for the first time since the 2011/12 season.
Despite Nike’s higher global revenue compared to Adidas and Puma combined, Liverpool has opted to switch to Adidas. The new deal will earn Liverpool approximately £70 million per year, surpassing the £50 million per year from Nike. However, the decision isn’t solely about revenue.
Liverpool has a tradition of diversifying their kit suppliers, integrating major brands into the club’s rich history. Under Bob Paisley in the 1970s, Liverpool won multiple league titles, European Cups, and the UEFA Cup wearing Umbro kits. Adidas had a successful run in the 1980s, culminating in Liverpool’s last league title before the Premier League era.
Reebok took over in the early 2000s, during which Liverpool won a treble in 2001 and achieved the Miracle of Istanbul. New Balance, another American company, provided kits in a £45 million per year deal, witnessing Liverpool’s first Premier League title, UEFA Champions League, Club World Cup, FA Cup, Carabao Cups, and Community Shields.
Nike returned in 2020, with Liverpool as defending league champions. During Nike’s tenure, Liverpool came close to winning the Champions League in 2022, won a Cup double the same year, and secured the Carabao Cup last season. They are also highly likely to win this season’s Premier League, being 15 points ahead with nine games to play.
Adidas aims to continue their legacy from the 1980s. Under Arne Slot’s leadership, Liverpool is poised for long-term competition. The revenue from Adidas and shirt sponsor Standard Chartered will help cover the wage bill for players and half of the technical team, providing a significant boost after a £47 million loss in 2024 due to missing out on the Champions League in 2023.
Additionally, Liverpool hopes to use Adidas to entice Mohamed Salah and Trent Alexander-Arnold to extend their contracts, which expire at the end of this month. The prospect of Adidas as both club and personal suppliers could be appealing to them.
The two players shared their thoughts and excitement about the new deal for the Club.
Mohamed Salah: “Adidas has a rich history with Liverpool, and I’m excited to see what the future holds. The new deal is a great opportunity for the club and the players.”
Trent Alexander-Arnold: “Wearing Adidas again feels like a homecoming. The brand has been part of some of Liverpool’s most iconic moments, and I’m looking forward to creating new memories in the stripes.”
Several of the first team players (aside from the key duo) also wear Adidas boots. The list includes World Cup winner Alexis MacAllister, Luis Diaz, Diogo Jota, Darwin Nunez, Ryan Gravenberch, and Curtis Jones.
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