Liverpool FC adidas tie up off to record breaking start powered by e-commerce and social media

Liverpool FC reports a record breaking start to its new ten-year partnership with adidas.

The launch of the adidas designed home and away kits has been the most successful in the club’s history. The home kit outstripped sales of last year’s launch by more than 700%, with orders from 150 countries to date.

A total of 80% of purchases have been made via the club’s e-commerce platforms, and LFC’s flagship Anfield physical store had its busiest week ever at the newly refurbished outlet.

Reds players past and present came together to celebrate the launch of the new kits. Current players including Virgil van Dijk, Mohamed Salah, Ceri Holland and Curtis Jones joined in an Alice in Wonderland inspired launch video, alongside greats such as Sir Kenny Dalglish, Ian Rush, John Barnes, Robbie Fowler and Jamie Carragher.

There have been more than 40 million views of the launch video content, including teaser, squad numbers reveal and an exclusive dreamlike video.

The club also recorded 17 million engagements and 423 million impressions across its social channels for content solely related to the kit launch, laying claim to the most engaged Premier League kit launch for the 2025-26 season.

2025 RTIH INNOVATION AWARDS

E-commerce will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.