Liverpool's Bold New Era Under Andoni Iraola

The Andoni Iraola era at Liverpool will not tiptoe into Anfield. It will stride in under the floodlights in a brand-new, £60m wardrobe.

Liverpool’s bold reset under their highly rated Basque coach is being matched off the pitch by a sweeping overhaul from Adidas, who have locked in a lucrative deal that reshapes how the club looks and earns on matchdays from 2026/27. The kit giant has already unveiled a new home shirt and has now rolled out the full training and pre-match range that will accompany Iraola’s first season in charge.

This is not just a change of shirt. It is a statement of status.

Adidas puts Liverpool in its ‘Elite’ bracket

After returning as Liverpool’s kit partner last year, Adidas saw a staggering 700% surge in shirt sales, with fans snapping up the new designs from more than 150 countries. That commercial explosion has pushed Liverpool into Adidas’ ‘Elite’ clubs list for the 2026/27 season.

Elite means exclusive. Only four clubs sit in that bracket: Liverpool, Real Madrid, Manchester United and Arsenal.

For Liverpool supporters, that translates into unique clothing ranges, special edition shirts and a distinct visual identity for players and staff at Anfield. It also means a dedicated pre-match shirt that will only be worn before games at Anfield, a small but telling detail that underlines where the brand believes the club belongs in the global hierarchy.

Retro diamonds and modern money

The headline piece is the new pre-match shirt. It carries a retro diamond pattern, a deliberate nod to Adidas’ 1994 kit template, the kind of design that tugs at the nostalgia of older fans while giving younger supporters something sharp and different.

The same diamond motif runs across the tracksuit tops the squad will wear as they warm up. Around that, the club has launched training shirts and ‘stadium’ jackets, with the latter priced at £100, all feeding into a matchday ecosystem designed to generate serious revenue.

The pre-match shirts themselves will not stand still. The diamond design is scheduled to be replaced halfway through the season with a fresh look, keeping the range moving and the tills ringing.

Iraola steps in wearing the future

When Liverpool officially presented Andoni Iraola to the fanbase, he was already wrapped in the club’s new era. The Basque arrived in the latest Adidas training gear, a range sponsored by AXA and styled with a clear 1990s influence – jumpers, jackets and t-shirts that lean into that retro feel without slipping into costume.

This is the same coach who led Bournemouth into European football and now walks into Anfield as the face of a major rebuild. The clothing is not the main act, but it frames the picture: a new manager, a refreshed squad to come, and a club determined to look and feel different after two years of Arne Slot.

New leisurewear collections are on the way. A third kit launch is pencilled in for April. Each drop will add another layer to the club’s new visual identity.

By the time the 2026/27 season kicks off, Liverpool will not just have a new man in the dugout. It will have an entirely new skin. The question now is whether Iraola’s team can play with the same edge and clarity that Adidas have stitched into the shirts.