Liverpool's £60m Matchday Revamp Under Andoni Iraola
Anfield’s next act under Andoni Iraola will not just sound different. It will look different too.
Liverpool have unveiled a sweeping £60m matchday revamp as the Basque coach begins his reign on Merseyside, with Adidas rolling out a full kit and training overhaul for the 2026/27 season that underlines the scale of the club’s reset.
A new era, a new wardrobe
Iraola arrives off the back of steering Bournemouth into Europe, a rising tactician now handed one of the game’s most demanding stages. Around him, Liverpool are building not only a new team but a new visual identity.
Adidas, back as the club’s kit partner, has already revealed the home shirt that will headline the £60m agreement. Now the German giant has gone further, confirming a fresh suite of training gear and pre-match wear that will feed directly into the club’s summer rebuild budget.
The numbers behind it are eye-catching. Since Liverpool announced Adidas’ return last year, the club has recorded a 700% surge in kit sales, with supporters snapping up shirts from more than 150 countries. The commercial impact is clear: the more the shirts fly off the shelves, the stronger the financial muscle behind Iraola’s reconstruction.
Elite status and a select company
That success has pushed Liverpool into rare company. Adidas has promoted the club into its ‘Elite’ group for 2026/27, a status reserved for just four sides worldwide.
It comes with tangible perks. Liverpool will be one of only four clubs to receive a bespoke pre-match shirt worn exclusively before games at Anfield, joining Real Madrid, Manchester United and Arsenal in that top bracket.
For fans, that means more than a label. Elite status unlocks unique clothing ranges, special-edition shirts and a sharper, more distinctive look for players and staff on matchdays. The club shop, already busy, is about to get even louder.
Diamonds from the 90s
The standout piece is the new pre-match shirt. Adidas has dipped into its archives, reviving a retro diamond pattern inspired by the 1994 template that once defined an era of football fashion.
That design will be seen across Anfield on matchdays, worn not only on the pre-match tops but also on tracksuit jackets mirroring the same bold motif. The training shirts have already gone on sale, joined by ‘stadium’ jackets carrying a £100 price tag.
This is not a one-off drop either. The diamond-pattern pre-match shirt is set to be phased out halfway through the season and replaced with a fresh design, ensuring the look evolves as Iraola’s Liverpool does.
Iraola in AXA-branded training gear
The club has made sure the new head coach is front and centre of the relaunch. Iraola’s first images to the fanbase came with him wearing the revamped training range, which carries the branding of training sponsor AXA.
The collection leans into a 1990s aesthetic: jumpers, jackets and t-shirts that echo an era when oversized fits and bold graphics ruled training grounds. It is a deliberate nod to nostalgia, repackaged for a modern squad and a global audience.
Supporters can expect more. New leisurewear lines are planned, and a third kit launch is pencilled in for April, adding another layer to the club’s visual reset.
The end of one chapter, the start of another
All of it feeds into a simple truth: Liverpool will step into 2026/27 with an almost completely new look as the Iraola era replaces two years of Arne Slot at Anfield.
New manager. New kits. New status among Adidas’ elite.
The question now is whether the football on the pitch can match the ambition stitched into every shirt.
