Liverpool have confirmed a record-breaking start to their new 10-year partnership with Adidas, with sales of the 2025/26 home kit surging more than 700% compared to last year’s Nike launch.
According to club figures, the unveiling of the new red home and white away shirts also generated 17 million engagements and 423 million impressions across social media. The agreement with Adidas, worth over £600 million, has already made an emphatic impact.
Orders have been placed from more than 150 countries, making it the most successful kit launch in the club’s history. The surge in demand has also been boosted by the reopening of Liverpool’s revamped official store outside Anfield.
Leading the sales charts is Florian Wirtz, whose No. 7 shirt has outsold every other name and number since the kits went on sale. The 22-year-old was unveiled as Liverpool’s new No. 7 shortly before the launch, having arrived from Bayer Leverkusen this summer in a blockbuster £116 million transfer.
Wirtz featured heavily in the club’s marketing campaign alongside captain Virgil van Dijk, Mohamed Salah, Curtis Jones, Ryan Gravenberch and Alexis Mac Allister. His status as Liverpool’s marquee summer signing has clearly fuelled demand, with supporters eager to wear his name from day one a trend often seen with high profile arrivals.
The 22-year-old insists he feels no weight of expectation despite becoming Liverpool’s most expensive signing and says he’s already feeling right at home after making his Anfield bow.
When asked about the transfer fee, the Germany international shrugged it off.
“I don’t think about this. I just want to play football. How much money the clubs pay between each other doesn’t matter.”
Wirtz made his first appearance at Anfield during the second of Liverpool’s pre-season friendlies against Athletic Club. Despite it being a non-competitive fixture, there was no shortage of energy in his performance or applause from the stands.
Operating in the number 10 role, Wirtz caught the eye in a fluid attacking display, linking well with Mohamed Salah and twice going close to scoring during a lively first half. The crowd responded with a warm ovation when he was substituted midway through the second period.
“Monday was the first time at Anfield also. I like it! I’m really enjoying the first weeks. It’s getting every time a little bit better. I’m happy with how it’s going.”
There has been a long history of record signings crumbling under the weight of expectation, but the German playmaker is keen to write a different story.
“I’m a player who needs freedom on the pitch and the manager gives that to me. Of course, I have to respect the position and the players around me. But I try to give my best on the pitch and find the right places. I have the freedom to do that.”
That freedom comes as part of Arne Slot’s tactical vision, with the Dutchman seeing Wirtz as a central creative force. Though he can play off the left or as a false nine, Slot has largely deployed him in the number 10 role but with licence to drift.
“I will try to find the right places to be and the right spaces to get the ball, and to be dangerous and create chances. I’ve not played a match in the Premier League yet, but I’m looking forward to it. That’s why I came here.”
Wirtz already opened his Reds account with a goal against Yokohama F. Marinos last week in a pre-season friendly and is quickly adapting to his new surroundings. Still, there’s an acknowledgment that the Premier League will be a step up from the Bundesliga, but he’s relishing the challenge.
“To be honest, I don’t know what it will be like until I play. There will of course be some differences from the German league but that’s something I can learn. It will make me better.”
That hunger to improve, paired with a grounded mindset, is part of what made Wirtz such a compelling target for Liverpool’s recruitment team. And having bought into Slot’s vision early in negotiations, the midfielder says he’s ready to grow with the project.
“Yes, I came for that reason, because I could fit into this team, I’m enjoying playing with these players. It’s getting better every time.”
The early signs are promising. Wirtz may not have kicked a ball in the Premier League just yet, but his Anfield debut and attitude suggests Liverpool have landed a serious talent with the mentality to match.
And as for the price tag? He’s leaving that to everyone else.
“I just want to play football.”
