- Liverpool FC returns to Adidas after 13 years with multi-year agreement
- Partnership spans men's, women's, and youth teams starting 2024/25 season
- Adidas CEO highlights legacy of iconic kits and tech innovation
- Financial terms remain confidential; analysts estimate £50M annual value
- Club leads Premier League by 15 points amid title charge
Liverpool Football Club has reignited its storied partnership with Adidas, marking the German brand’s third stint as official kit supplier since 1985. The deal, commencing in the 2024/25 season, concludes Nike’s four-year tenure and signals a strategic shift for the Merseyside giants. Industry experts suggest the agreement could redefine commercial strategies in football, combining Adidas’ technical expertise with Liverpool’s global fanbase of over 800 million supporters.
The sportswear landscape has evolved dramatically since Liverpool last partnered with Adidas in 2012. Global football apparel sales have surged 62% since 2015, driven by emerging markets in Asia and North America. Liverpool’s decision aligns with recent Premier League trends – Manchester City extended with Puma in a £65M/year deal, while Arsenal maintains its £60M partnership with Adidas. Analysts note kit deals now account for 25-30% of top clubs’ commercial revenue.
Merseyside stands to benefit economically from the collaboration. Local manufacturers could see £15M in production contracts, while Anfield’s retail operations anticipate 40% merchandise sales growth. A 2023 study revealed Liverpool kits generate £28M annually in local tourism revenue. The deal’s timing proves strategic – Liverpool currently leads the Premier League table with a commanding 15-point advantage, heightening global visibility ahead of the partnership launch.
Adidas CEO Bjørn Gulden emphasized technological innovation in official statements: Our 2024 kits will integrate temperature-regulating materials tested in Bundesliga matches.This follows Nike’s controversial 2022/23 drip-freejersey technology, which faced fan criticism during rainy fixtures. Liverpool’s women’s team captain Niamh Fahey welcomed the change: Adidas’ commitment to female athlete-specific designs could revolutionize women’s football apparel.
The partnership’s financial structure remains undisclosed, but industry benchmarks suggest a 60% increase over Nike’s £30M/year agreement. Commercial director Ben Latty confirmed: This isn’t just about kits – it’s a 360-degree collaboration encompassing training gear, grassroots development, and sustainability initiatives.Adidas plans to launch limited-edition retro jerseys commemorating Liverpool’s 1986 double-winning season, targeting collectors and younger fans.
