Liverpool adidas Partnership Drives 700% Kit Sales Increase

The 2025-26 Premier League season marks the final year that betting companies can appear as front-of-shirt sponsors, ending a 23-year era that began with Fulham's pioneering deal in the late 1990s. This season's kits feature a mix of nostalgic and innovative designs, including a resurgence of pastel shades, stylized stripes, and centralized team emblems, with Adidas receiving particular praise for their understated 'Total 90' templates. High-profile clubs like Arsenal have introduced unique design elements, such as a gothic motif reflecting club heritage, while manufacturers continue to draw inspiration from stadium architecture, successfully showcased by Everton, Leeds, and Burnley. Liverpool's new 10-year partnership with Adidas has generated record-breaking kit sales, increasing by 700% compared to the previous year, fueled by a widely viewed launch campaign and a strong global fanbase. The club's commitment to community development is also highlighted through proceeds from Diogo Jota's shirt sales supporting grassroots programs. Overall, the season blends fashion and football culture as clubs and brands leverage kit designs for both commercial success and fan engagement.