Liverpool's New Era Under Andoni Iraola: A £60m Makeover
Andoni Iraola has barely walked through the Shankly Gates and already Liverpool look different. Not just on the touchline, but in every photograph, every warm-up, every glimpse of red around Anfield.
The club’s new era comes wrapped in a £60m matchday makeover, with Adidas rolling out a full overhaul of Liverpool’s look for the 2026/27 season. Shirts, training gear, pre-match wear – the works. The Basque coach arrives with a reputation for high-energy football; the club around him is being dressed to match.
Adidas steps up – and pays up
Liverpool’s hierarchy knew what they were doing when they brought Adidas back last year. The numbers told the story. A 700% surge in kit sales, shirts flying out to more than 150 countries, and a commercial deal that has quickly turned into one of the club’s most powerful revenue streams.
That success has pushed Liverpool into Adidas’ inner circle. For 2026/27, the German giant has placed the club on its ‘Elite’ list, a select group that also includes Real Madrid, Manchester United and Arsenal. It is not just a badge of honour. It changes what Liverpool get.
Elite status brings exclusive product ranges, special edition shirts and a bespoke matchday wardrobe for players and staff. For a club planning a major rebuild under a new manager, the timing is perfect. New ideas in the dugout, new identity in the dressing room, and a fresh visual stamp on the Anfield touchline.
Retro diamonds, modern money
The most eye-catching piece of the new collection is the pre-match shirt that will be worn before games at Anfield. Only four clubs get one of these special designs, and Liverpool are now in that bracket.
Adidas have dipped into their archives for the template, lifting a retro diamond pattern inspired by the 1994 kit era. The design runs across both the pre-match shirts and the tracksuit tops that players will wear in the warm-up, a deliberate nod to the past as the club strides into a new cycle.
Those pieces sit alongside a full range of training shirts and ‘stadium’ jackets, the latter already on sale at £100. The commercial intent is clear: turn every stage of matchday, from arrival to kick-off, into a chance for fans to buy into the new look.
The diamonds, though, are not here to stay all season. The pre-match design will be replaced halfway through the campaign with a fresh pattern, another rotation in a calendar that keeps the club’s retail operation constantly in motion.
Iraola steps out in AXA red
When Liverpool introduced Iraola to the fanbase, they did it the modern way – not just with a press release, but with a look. The new head coach appeared in the club’s latest Adidas training range, backed by training sponsor AXA.
The collection leans heavily into 1990s styling: jumpers, jackets and t-shirts with a throwback feel, the kind of gear that plays to nostalgia while still looking sharp on a Premier League touchline. It is no accident. Adidas know Liverpool’s history sells. The club know it too.
Around that core training range, supporters can expect more. New leisurewear drops are planned, and a third kit launch is pencilled in for April, adding another strand to what has become a year-round kit story rather than a single summer reveal.
A new face for Anfield
Strip away the marketing gloss and the message is simple: Liverpool will not just play differently under Iraola, they will look different from the moment the team coach turns into Anfield.
The Arne Slot years, brief but significant, are over. In their place comes a new tactical blueprint and an all-new visual identity, from the home shirt to the last zip on a stadium jacket. Adidas have put Liverpool on the Elite shelf. Now the question is whether Iraola’s Liverpool can play like an elite side to match the badge on their chest.
