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For instance, the Nike deal was worth a flat $37m (£30m/€35m) annually for the Reds, but the club also pocketed a 20 per cent share of sales from Liverpool/Nike branded merchandise, a move some suggest could be worth around $87m (£70m/€84m).

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Regardless of the numbers being thrown around, the bottom line is that Liverpool believe the upcoming Adidas deal will not only boost the club commercially, but also aid in marketing Reds merchandise globally.

In truth, only Adidas or Puma had the resources to make a bid strong enough to snatch the deal from Nike.

Meanwhile, Adidas, capitalizing on the resurgence of retro trends, has seen its stock price increase by 50.3 per cent to €256.4 per share on the Frankfurt Stock Exchange.

Both brands are globally recognized, but when it comes to football, and Liverpool in particular, the bond between the German sportswear giant and the Reds is much stronger and has a longer history

The iconic three stripes of Adidas and the Nike swoosh are known worldwide, but those three stripes have adorned Liverpool kits during some of the most memorable periods in recent history

However, the true potential of this partnership was likely not fully realized, especially during a time when the Reds and the Premier League's global popularity was skyrocketing, particularly in North America, and online retail wasn't as widespread as it is in 2025.

With the current surge in demand for classic kits and retro shirts among football fans, Liverpool can tap into their iconic collection of Adidas kits for inspiration

The synergy between Adidas and UK football fan culture, epitomized by the popularity of items like the Gazelle trainer, cannot be overlooked.

Considering the strength of the Adidas brand in other major markets and the potential for further expansion into the 'lifestyle brand' realm, this offers significant advantages for Liverpool as they strive to maximize their status as one of the world's most recognizable sports brands.

Just as major US sports teams have been embraced by the sports-obsessed UK fan base, where team-branded apparel is a common sight, the Reds aim to replicate this trend in reverse