Liverpool’s £60m Makeover: A New Era Under Iraola

Andoni Iraola hasn’t taken charge of a game at Anfield yet, but his Liverpool already looks different.

The Basque coach arrives on Merseyside with a reputation built on high-energy, front-foot football after steering Bournemouth into Europe. Now he walks into a club dressing itself for a new era, with Adidas unveiling a £60m matchday makeover for the 2026/27 season.

Anfield’s £60m wardrobe change

Liverpool’s partnership with Adidas, officially renewed last year, has exploded into one of the club’s most lucrative commercial plays. The first season back with the German giant delivered a remarkable 700% surge in kit sales, with shirts shipped to more than 150 countries. That kind of global pull brings obvious benefits: more money into the club, more muscle for what is expected to be a major summer rebuild under Iraola.

On the back of that success, Adidas has now elevated Liverpool into its ‘Elite’ clubs bracket for 2026/27. It’s a small, rarefied group. Real Madrid, Manchester United, Arsenal – and Liverpool. Inclusion at that level changes the wardrobe as much as the balance sheet.

Elite status guarantees bespoke treatment: unique clothing ranges, special-edition shirts and a distinct visual identity for players and staff on matchdays. Anfield won’t just sound different under a new manager. It will look different too.

Retro diamonds, modern money

At the heart of the new look is a special pre-match shirt, reserved for just those four Elite clubs. Liverpool’s version leans on nostalgia: a bold retro diamond pattern, lifted from a classic 1994 Adidas template. It will be worn by the squad in the warm-up at Anfield, paired with tracksuit tops that echo the same design.

The line stretches beyond the tunnel. Training shirts are already on sale, joined by ‘stadium’ jackets pitched at £100, the kind of outerwear that will quickly become part of the matchday uniform on the Kop and beyond.

Those diamonds won’t last the full campaign. The plan is for the pre-match shirts to be replaced midway through the season with a fresh design, a rolling refresh that keeps the range moving and the tills ringing.

Iraola steps in wearing the future

Liverpool’s new manager has already been woven into the story. Iraola’s first appearance to the fanbase came in the club’s new training gear, a deliberate nod to the era shift. The training range, backed by long-time partner AXA, leans into a 1990s aesthetic: jumpers, jackets and t-shirts that would not have looked out of place in the heyday of Adidas originals, now reimagined for a modern squad.

This is not just about what happens under the floodlights. Fans can expect fresh leisurewear collections and a third kit launch pencilled in for April, another key beat in the club’s commercial calendar. Each drop feeds into the sense that Liverpool is resetting both on and off the pitch.

Two years of Arne Slot at Anfield are over. In their place comes Iraola, a new tactical blueprint – and a club wrapped in a new skin. The question now is simple: can Liverpool’s new look be matched by a new level on the pitch?