Liverpool's New Era Under Andoni Iraola: A £60m Revamp

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

The club has unveiled a £60m matchday revamp for the 2026/27 season, the first full campaign under the highly rated Basque coach, with Adidas rolling out a sweeping new kit and training range that underlines both Liverpool’s commercial muscle and its appetite for a fresh era.

Adidas era, take two – with extra weight

Liverpool’s reunion with Adidas last year has turned into a financial windfall. The club reported a remarkable 700% surge in kit sales, with shirts shipped to more than 150 countries. That explosion in demand has now pushed Liverpool into the brand’s ‘Elite’ bracket for 2026/27 – a status reserved for only a handful of clubs worldwide.

The reward is tangible. More money into Anfield’s coffers, and a more tailored identity on and off the pitch.

Adidas has already launched the new home shirt as part of the £60m agreement, but the picture is broader than a single kit. Training gear, pre-match wear and leisure ranges have been confirmed, all wrapped into what promises to be a major summer rebuild under Iraola.

Elite company – and a rare pre-match shirt

Elite status puts Liverpool in a select group. Only four clubs will receive a special pre-match shirt to be worn before home games: Liverpool, Real Madrid, Manchester United and Arsenal.

For Liverpool, that shirt taps straight into nostalgia. It carries a retro diamond pattern inspired by the 1994 Adidas template, a deliberate nod to an earlier era while Iraola attempts to write a new one. The same design runs through the tracksuit tops the players will wear out onto the Anfield turf, giving the pre-match routine a distinctive, throwback edge.

Those pre-match shirts sit alongside a wider collection already on sale, including ‘stadium’ jackets priced at £100. The club expects them to be as visible in the stands and on the streets as they are in the players’ tunnel.

Iraola steps in wearing the future

When Liverpool formally introduced Iraola to the fanbase, he did not appear in a suit. He arrived in the club’s new Adidas training kit, a deliberate visual marker of change.

The training range, backed by long-standing partner AXA, leans into a 1990s aesthetic: jumpers, jackets and t-shirts with a retro feel, designed to be as wearable for supporters as they are functional for the squad. It’s a look that fits the broader theme – a club drawing on its past while pushing into a new cycle.

More is coming. Liverpool will roll out new leisurewear collections over the coming months, with a third kit launch pencilled in for April. The diamond-pattern pre-match shirt will not last the whole campaign either; it is scheduled to be replaced midway through the season by a fresh design, keeping the visual identity in motion as the footballing project evolves.

A new face for a new phase

Strip away the marketing gloss and the message is clear. By the time the 2026/27 season kicks off, Liverpool will not just have a new man in the dugout after two years of Arne Slot. It will have an entirely new look – from the home shirt to the warm-up tops, from the training ground to the walk out of the Anfield tunnel.

The question now is simple: can Iraola’s Liverpool play with the same edge and impact that its new Adidas era is already projecting?