Liverpool adidas deal delays debut of new kit

Liverpool adidas deal remains weeks from activation, so Jürgen Klopp’s men will open pre-season in the 2024-25 Nike strip that delivered last term’s Premier League title.

Why the Liverpool adidas deal starts later than fans expect

The £60 million-a-year Liverpool adidas deal was signed in March, but the contract does not officially begin until 1 August 2025. Commercial agreements rarely activate the moment they are announced; instead, they kick in on a predefined date that aligns manufacturing schedules, global distribution, and marketing campaigns. Until that date arrives, Liverpool are contractually obliged to use the final batch of Nike inventory produced under their current partnership, which itself expires on 31 July.

Unveiling signings in Nike: practical and promotional

When the club confirmed record signing Florian Wirtz and fellow new arrival Jeremie Frimpong, both players posed in the deep-red Nike jersey. Although they will never wear that shirt competitively, unveiling them in the outgoing kit maintains visual consistency across the club’s channels, sustains sales of end-of-line merchandise, and prevents revealing adidas branding before the contract legally allows. It also avoids confusion among worldwide retailers who must clear Nike stock before adidas jerseys hit the shelves.

Production timelines behind elite football shirts

Elite-level kits can take 18 months from concept to store rail. Fabrics are commissioned, performance technologies heat-tested, colours matched across multiple factories, and supply chains choreographed so that warehouses from Bootle to Bangkok receive product simultaneously. Because Liverpool changed suppliers, adidas needed extra lead time to integrate its proprietary templates, moisture-wicking materials, and the three-stripe aesthetic within Liverpool’s design language. Launching even a few weeks early would compress testing phases and risk defective batches leaking into the market.

Pre-season fixtures locked into Nike branding

The Reds open their warm-up schedule at Preston North End, wearing the familiar Nike cherry-red shirt. Further July meetings with AC Milan in Singapore and Yokohama F. Marinos in Japan will carry identical branding. Those friendlies form part of long-standing tour contracts negotiated months before the adidas agreement was finalised. Marketing banners, match programmes, and replica-shirt stalls were printed with Nike logos, making any last-minute switch logistically—and legally—impossible.

Adidas debut pencilled in for Athletic Club clash

Supporters will finally see the first adidas strip on 4 August against Athletic Club at Anfield, followed by a Community Shield showdown with Crystal Palace at Wembley six days later. Retail partners have earmarked that week to roll out men’s, women’s, and junior sizes worldwide, while Liverpool’s digital platforms have scheduled a 72-hour global launch campaign that blends cinematic content, augmented-reality filters, and early-access codes for official members.

The financial scope of the Liverpool adidas deal

Worth a reported £60 million annually—before performance incentives—the Liverpool adidas deal elevates the club into the top bracket of kit contracts, rivalling Barcelona’s Nike pact and Manchester United’s own adidas extension. Crucially, the Reds negotiated favourable revenue-share clauses on direct-to-consumer sales from the club’s online store and pop-up shops that follow the team on tour. Industry analysts predict Liverpool could gross nearer £80 million per season if shirt sales continue to trend upward after last year’s title triumph.

What happens to unsold Nike stock?

Merchandise strategy dictates that the club and Nike will heavily discount remaining 2024-25 items from mid-July. Clearance campaigns will target overseas markets where the transition to adidas may take longer to penetrate. Collectors often snap up “final season” shirts, and the historic link to a championship makes the outgoing design even more valuable. Proceeds still flow into Liverpool’s commercial pot, so shifting inventory quickly benefits all parties, including Nike, which frees warehouse space for other lines.

Supporter sentiment and brand loyalty

Some fans lament the brief nature of kit cycles, arguing that a one-year design feels disposable. Yet the move back to adidas—earlier collaborations spanned 1985-1996—evokes nostalgia for iconic strips worn by Kenny Dalglish, John Barnes, and Steven Gerrard. Surveys from supporters’ groups already show high anticipation for a three-stripe revival, especially if the design incorporates the classic 1989 candy-stripe motif or a modern twist on the 2005 Champions League template.

Keeping players comfortable during the transition

Despite visual differences, elite kits meet universal performance benchmarks: four-way stretch, laser-cut ventilation, and hydrophobic yarns. Club staff have tested adidas prototypes on training pitches since April to ensure sizing, sleeve length, and collar shapes satisfy each player’s preference. Sports scientists monitor sweat rates and body temperatures to confirm the switch will not compromise performance once competitive football resumes.

Broadcast implications and sponsorship alignment

Television graphics, virtual advertising boards, and in-stadium LED ribbons must all reflect Liverpool’s new look from August. Broadcasters have been briefed to update kit thumbnails and AR overlays immediately after the official launch. Standard Chartered, Expedia, and sleeve sponsor EA Sports FC receive updated brand packs so their own activations match the three-stripe imagery in every territory.

Looking ahead to long-term benefits

Beyond replica sales, the Liverpool adidas deal opens co-branded lifestyle collections, limited-edition collaborations with musicians, and women’s-team parity in kit design. The club’s academy sides will also adopt the same technology as the first team, reinforcing a unified identity from under-9s to senior level.

Will we ever see dual-branded kits?

FIFA regulations prohibit two technical sponsors appearing on match apparel, so a split-season shirt will never happen. However, training wear can transition sooner. Expect to spot adidas training tops on Melwood’s pitches during the final week of July, while Nike products dominate earlier sessions. Such staggered rollouts maximise exposure for both brands without breaching contractual terms.

Timeline recap

• March 2025 – Liverpool adidas deal announced
• 31 July 2025 – Nike contract ends
• 1 August 2025 – adidas partnership officially begins
• 4 August 2025 – First match in adidas kit (vs. Athletic Club)
• 10 August 2025 – Community Shield in new strip

Opinion: A sensible, fan-friendly handover

From a supporter’s perspective, waiting a few extra weeks to see the new jersey is worth it if it guarantees high-quality design and a seamless global launch. The measured approach respects both Nike’s final obligations and adidas’ future ambitions—proof that meticulous planning off the pitch can be just as important as tactical tweaks on it.