Liverpool Adidas deal switchover and key date for new kit release

The summer period typically marks new kit launches for Premier League clubs, a lucrative annual event. Clubs often debut next season's kit in the final match of the previous season to extend the merchandising window.

Liverpool's situation is unique this summer due to a transition from Nike to Adidas. However, the club remains contractually bound to Nike until the end of July. Consequently, Liverpool will wear last season's kit during their three pre-season friendlies, including matches in Hong Kong and Japan against AC Milan and Yokohama Marinos.

Both online and physical retail operations with Nike will continue until July 31st. The official Adidas partnership commences on August 1st, just three days before a friendly against Athletic Bilbao at Anfield. While sneak peeks of the new Adidas kit have emerged, an official release is not expected before the August 1st launch date, as the club aims to honour its agreement with Nike.

The Adidas kit launch will coincide with the unveiling of a larger, refurbished LFC store at Anfield. Shirt designs were finalized with Adidas well in advance, and mass production of Adidas/LFC merchandise has been underway targeting the August 1st launch. Given the rarity of a kit supplier change, the early weeks of August are anticipated to be exceptionally busy for Liverpool's global retail operations, which include 19 standalone stores worldwide.