Liverpool FC Achieves Record First-Week Kit Sales in adidas Partnership Launch.

Roger Hampel

Image: Liverpool FC

Liverpool FC has announced that the launch of its new adidas-designed home and away kits has achieved the highest first-week sales in the club’s history, marking a strong commercial start to the recently signed 10-year technical partnership.

Unprecedented Demand Across Global Markets

The club confirmed that home kit sales have exceeded last year’s launch by more than 700%, with orders received from 150 countries to date. A total of 80% of purchases were made through the club’s e-commerce platforms, underlining the continued shift towards direct-to-consumer sales in football merchandising.

Liverpool’s flagship Anfield store also recorded its busiest week ever following a refurbishment completed ahead of the kit release. Liverpool FC record

Multi-Channel Distribution and Availability Liverpool FC record

The new home and away kits are available via:

• LFC’s official online store

• The LFC Store app (global delivery)

• Official LFC stores in the UK and international locations

  
  

This multi-channel retail approach has contributed to the rapid sales performance while strengthening the club’s brand visibility worldwide.

Launch Campaign and Digital Performance

The launch campaign featured both current first-team players — including Virgil van Dijk, Mohamed Salah, Ceri Holland and Curtis Jones — and club legends such as Sir Kenny Dalglish, Ian Rush, John Barnes, Robbie Fowler and Jamie Carragher.

The Alice in Wonderland-inspired promotional video and related content generated:

• 40+ million video views across platforms

• 17 million engagements

• 423 million impressions

• The highest engagement rate for any Premier League kit launch in the 2025/26 season

  
  

Best-Selling Player Shirt

Florian Wirtz, signed during the summer transfer window, was the top-selling name and number on shirts purchased in the first seven days following the launch.