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 confirmed a sweeping £60m matchday revamp in tandem with kit supplier Adidas, reshaping everything from the home shirt to the tracksuits worn in the tunnel as the Basque coach begins his tenure on Merseyside ahead of the 2026/27 season.
Adidas doubles down on Liverpool
Iraola arrives off the back of leading Bournemouth into Europe, and he walks into a club riding a commercial wave. Liverpool’s reunion with Adidas, announced last year, has already transformed the balance sheet. The first season back with the German giant produced a remarkable 700% increase in kit sales, with shirts shipped to more than 150 countries. That surge has now been converted into hard cash and status.
As part of a £60m agreement, Adidas has placed Liverpool among its ‘Elite’ clubs for 2026/27, a small, lucrative bracket that brings bespoke designs, exclusive ranges and fresh revenue for a squad expected to undergo major surgery under Iraola.
Elite means exactly that. Liverpool join Real Madrid, Manchester United and Arsenal as one of only four sides granted a special pre-match shirt to be worn before games at Anfield.
Retro diamonds, modern money
That pre-match top will be hard to miss. Adidas has reached into its archive and pulled out a 1994 template, reworking the retro diamond pattern for a modern Liverpool side. The design runs across both the warm-up shirts and the tracksuit tops the players will wear as they emerge from the tunnel.
Those pieces are already on sale, joined by ‘stadium’ jackets pitched at £100, with the club expecting another wave of demand from a fanbase that has turned shirt-buying into a global ritual.
The diamond look will not last the entire campaign. In a nod to the churn of modern football fashion, Liverpool and Adidas plan to replace the pre-match shirt with a new design halfway through the season, keeping the range in constant motion.
Iraola steps in wearing the future
Liverpool’s new manager has been woven straight into this fresh visual identity. Iraola’s unveiling to supporters came with him dressed in the club’s new training gear, a range produced with training sponsor AXA.
The collection leans heavily into 1990s nostalgia: jumpers, jackets and T-shirts with a throwback feel, designed as much for the street as for the AXA Training Centre. It signals a clear intent – the training pitch, the walk from the coach, the post-match interviews – every frame is part of the brand.
Supporters can also expect new leisurewear drops and a third kit launch pencilled in for April, adding yet another layer to what will be one of the most expansive wardrobes in the club’s history.
A clean visual break from the Slot years
All of this lands at a moment of transition. Two years of Arne Slot at Anfield are giving way to the Iraola era, and Liverpool will not tiptoe into the change. They will stride into it in an entirely new strip, backed by an elevated commercial deal and the kind of global reach that now underpins every major decision at the top of the game.
The football will ultimately decide how this period is remembered. But when Liverpool walk out at Anfield in 2026/27, under new management and in a new skin, there will be no doubt: this is a club intent on making the next chapter impossible to ignore.
