Liverpool FC and adidas Relaunch 1995-96 Away Kit With Heritage ‘Bringback’ Collection.

Roger Hampel

Image: Liverpool FC

Liverpool FC and adidas have introduced a new heritage merchandise collection inspired by the club’s iconic 1995–96 away kit, reflecting the growing commercial appeal of retro football designs within the global sportswear market.

The range, titled “Bringback”, revisits one of the club’s most recognisable shirt designs from the 1990s, combining archival aesthetics with modern reinterpretations aimed at both collectors and contemporary supporters. The launch highlights how football clubs and apparel partners increasingly leverage historical kits as commercial assets within lifestyle and fashion-oriented merchandise strategies.

Archive Kit Returns as Centrepiece of Collection Liverpool FC

At the centre of the new collection is a reissue of Liverpool’s 1995–96 away shirt, a design that became closely associated with the club’s identity during the decade when football kits began gaining prominence as cultural and streetwear symbols. The shirt retains the original green, black and white colour palette, alongside several historic details from the era, including the Liverpool crest used during the 1995–96 season, the Carlsberg sponsor logo and classic adidas branding.

In addition to the original design, adidas has also produced a modern blackout version of the jersey, featuring tonal branding elements that reinterpret the classic kit through a contemporary design lens.

The blackout edition will be released as a limited product available online and through selected official club retail stores.

Full Heritage Apparel Range

Beyond the headline jersey, the Bringback collection also includes a range of training and lifestyle apparel inspired by 1990s football aesthetics.

The range features archive-style garments including:

• shorts

• sweatshirt

• drill top

• drill pants

• T-shirt

These items are designed around classic silhouettes and colour schemes that defined football fashion during the mid-1990s.

Campaign Celebrates 1990s Football Culture

To support the launch, Liverpool and adidas released a three-part campaign film inspired by the culture surrounding football in the 1990s.

Set inside a fictional retro sports store called Fowler’s Sports, the campaign features former Liverpool players Robbie Fowler and Steve McManaman, alongside current and former players from both the men’s and women’s teams. Participants in the campaign include Virgil van Dijk, Jeremie Frimpong, Florian Wirtz, Mia Enderby and Grace Fisk, connecting multiple generations of the club’s history through a shared cultural narrative.

Retail Activations at Club Stores

The collection launch is accompanied by in-store activations at Liverpool ONE and Anfield retail locations, including DJ performances playing music from the 1990s to reinforce the nostalgic theme of the campaign. As part of the activation, the first 100 customers purchasing items from the collection receive a Fowler’s Sports carrier bag, referencing the campaign’s fictional store concept.