Adidas is strutting down football’s runway like it owns the place—and after Liverpool’s 2025/26 kit launch, you’d be hard-pressed to argue otherwise. In the first week alone, sales rocketed 700% higher than last season’s Nike home kit debut, sending accountants scrambling for fresh calculators. Florian Wirtz, Liverpool’s new £116 million signing, is already the club shop’s poster boy (and possibly its pension plan).
Adidas Turns a Kit Launch Into a Cultural Event
Forget “just another jersey drop.” Adidas teamed up with Liverpool to roll out an Alice in Wonderland-inspired launch video, featuring stars like Virgil van Dijk and Mohamed Salah alongside legends Kenny Dalglish and Ian Rush. The campaign racked up over 40 million views, 17 million engagements, and 423 million impressions—the kind of numbers that make marketing teams pop champagne at 10 a.m.
They Know Football—And Fashion
From reviving the iconic Predator boots to Jude Bellingham’s signature line, Adidas has been in vintage form under CEO Bjørn Gulden, a football obsessive with a Puma past. The brand’s mastery is not just in jerseys but in turning training gear and lifestyle wear—like the sleek Z.N.E. tracksuit—into must-haves. This fusion of football culture and fashion is why even smaller clubs like Newcastle and Aston Villa are riding the Adidas wave.
Adidas Is Playing the Long Game
With the 2026 World Cup looming, Adidas is locking down cultural dominance. Collaborations with Y-3 for Real Madrid and fashion houses like Grace Wales Bonner and Labrum London for Arsenal prove the brand understands one thing: football fans also want to look sharp at the pub. And with a 14% revenue bump and a 70% profit jump in the first half of 2025, the scoreboard is very much in its favor.
In short, Adidas isn’t just making kits—it’s making statements. And right now, the statement is loud, stylish, and selling faster than you can say “third kit coming soon.”
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