Huge queues and online sales as Liverpool FC’s ten-year Adidas deal gets underway
The new strip has been revealed (Image credit: Liverpool FC)
Liverpool FC has launched its eagerly anticipated new home and away kits, which have been designed by new club partner Adidas, causing huge queues in the city's store.
The reuniting of Liverpool FC and Adidas was confirmed back in March, and now supporters get to officially see and purchase the new kits for the first time.
This is the third time LFC has worn the three stripes during its history – first from 1985 to 1996 and again from 2006 to 2012. Each period delivered its own defining moments, including three top-flight titles and three FA Cup wins.
If supporters would like to honour Diogo Jota by having 'Diogo J. 20' printed on the back of their shirts in official club stores or via its official online store, as well as Adidas' in-store locations or online store, all profits will go to LFC Foundation, the club's official charity.
Ben Latty, chief commercial officer at LFC, said: "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."
Sam Handy, GM at adidas football, added: "The return of adidas to Liverpool FC is a momentous occasion for us. 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. 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."
The men's team will debut the new home kit for the pre-season double-header at Anfield against Athletic Club on Monday and the new away kit in the FA Community Shield with Crystal Palace on 10 August.
Liverpool FC Women will wear the away kit for the first time in their pre-season trip to Aston Villa on August 9 and the home strip the following weekend when Durham visit the AXA Melwood Training Centre.
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