Liverpool's Bold 2026/27 Makeover Under Andoni Iraola
Andoni Iraola hasn’t taken charge of a game at Anfield yet, but Liverpool already looks different.
The club has stepped into the Basque coach’s new era with a £60m matchday makeover, fronted by Adidas and built around a bold 2026/27 reset on and off the pitch.
A new boss, a new wardrobe
Iraola arrives off the back of steering Bournemouth into Europe, a modern, front-foot coach now handed one of the sport’s most demanding stages. Around him, Liverpool have moved quickly to dress the revolution.
Adidas, back as kit partner and now deeply embedded in the club’s commercial engine, has already unveiled a new home shirt under a deal worth £60m. That was only the start. Training kits, pre‑match wear and an expanded lifestyle range are rolling in as part of a wider summer rebuild that stretches far beyond the dugout.
Last season’s return to Adidas triggered a remarkable response. Liverpool reported a 700% surge in kit sales, with shirts shipped to fans in more than 150 countries. The appetite was global, the revenue significant, and the message clear: the partnership works.
Joining the Adidas ‘Elite’
That success has pushed Liverpool into rare company. Adidas has confirmed the club will sit on its ‘Elite’ list for the 2026/27 season, a small group granted bespoke ranges, special edition shirts and tailored looks for players and staff.
It is a short roll call. Liverpool now stand alongside Real Madrid, Manchester United and Arsenal as one of only four clubs to receive a dedicated pre‑match shirt for home games.
For Anfield, that means something distinctly retro.
Diamonds from the 90s
The new pre‑match top leans hard into nostalgia. Adidas has lifted a diamond pattern from its 1994 template and reimagined it for a modern Liverpool squad, the design stretching across both the shirt and matching tracksuit tops.
Those pieces will form the players’ uniform in the warm‑up, a visual statement before a ball is even kicked. The same motif runs through the wider training collection, which has now gone on sale alongside ‘stadium’ jackets priced at £100.
The club used the moment to introduce Iraola to supporters in full new colours. His first images as Liverpool manager came in the fresh training range, backed by training sponsor AXA and styled around a 1990s theme of jumpers, jackets and t‑shirts. The message is deliberate: a new era, but one that nods to the past.
More to come
This is only phase one. Supporters can expect new leisurewear drops and a third kit launch pencilled in for April, adding another layer to the 2026/27 wardrobe. Even the diamond pre‑match shirts have a shelf life; they are set to be replaced halfway through the season by a fresh design, keeping the look moving as the campaign evolves.
By the time the first home game of Iraola’s reign kicks off, Liverpool will not just have a new manager. It will have a fully reimagined visual identity for matchdays, from the tunnel to the terraces, as the club closes the book on two years of Arne Slot and steps into something sharper, richer and unmistakably its own.
The question now is simple: can the football match the ambition of the shirts?
