After more than a decade apart, Liverpool F.C. (LFC) and adidas have reunited in a new partnership that sees the German sportswear giant return as the club’s official kit supplier. To mark the launch of next season’s kit, the two global icons turned to Egypt— the homeland of Liverpool star Mohamed Salah— for a campaign that brings together football, culture, and local pride.
As tradition dictates, two kits were unveiled: one for home games and another for away matches. The home jersey features a rich, dark strawberry-red base, detailed with white adidas stripes down the sleeves and the iconic Liver Bird crest on the chest. The away kit, in contrast, comes in crisp white, punctuated with black and red accents throughout. Its crest, framed by a shield, pays homage to the original 1906 Anfield main stand, blending past and present in sartorial form.
For the occasion, a series of campaign visuals were shot in Cairo at the beautifully restored Beit Yakan Villa— a historic gem from Egypt’s Ottoman era. The location served as a symbolic backdrop, celebrating both the launch of the new jerseys and the roots of one of Liverpool’s most iconic players, Salah. Designed to strengthen the club’s ties with the region, the shoot explores the intersection of heritage and modernity, where rusty aesthetics meet the contemporary energy of the new kits.
“The return of adidas to Liverpool FC is a momentous occasion for us,” Sam Handy, GM at Adidas Football, said. “Seeing our iconic three stripes adorning Liverpool FC kits again is something we’re incredibly proud of. The Home jersey is a true representation of the Liverpool DNA– classy and understated, while the Away jersey pays homage to the club’s rich history with a unique crest inspired by the original Anfield stadium. I speak on behalf of everyone at Adidas when I say this is just the start of an incredible journey and we’re extremely excited for what’s to come,” he added.
Echoing his statement, Ben Latty, Chief Commercial Officer at LFC, shared: “This is more than just the launch of a new kit – it marks the beginning of a 10-year relationship for LFC and adidas. Since announcing the partnership in March, there’s been a huge sense of anticipation and excitement. This first collection sets the tone for seasons to come.”
To further mark adidas’ return to the north of England, Dubai’s most iconic landmark, the Burj Khalifa, lit up in red on Aug. 1. In a bold visual takeover of the world’s tallest building, adidas paid tribute to a new era ahead, casting Liverpool’s colours across the skyline and celebrating a legacy reignited.
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