Liverpool and adidas, the record‑breaking kit 1,010,252 searches in the first days of August

Fernando Torres, that famous slip under the Kop. Perhaps El Niño’s countless feats were enough to etch into the minds of Liverpool fans – and football lovers in general – the image of a football shirt: the long-sleeved version from the 2006/07 season, marked by the iconic Three Stripes of adidas running down the sleeves. That kit, worn by Liverpool during its previous partnership with adidas (before the switch to brands like Warrior, New Balance, and Nike), has returned 19 years later for the 2025/26 season, remaining truer than ever to the 2006 original – with the only exception being the sponsor: back then it was Carlsberg, now it’s Standard Chartered.

The return to adidas stems from a new multi-year deal worth £60 million a year, marking the end of Liverpool's partnership with Nike. But it’s not just this contract that promises major revenues for the Reds and their ownership: the kit has been re-released using the iconic 2006 Teamgeist template, as part of the German brand’s creative strategy. And the nostalgia effect has hit the mark: in the first days of August, Liverpool’s new kit recorded as many as 1,010,252 searches on Google, proving just how deeply that design remains in the hearts of football fans.

Record-Breaking Google Searches

This data was reported by JD Sports in a market analysis: comparisons with previous records further quantify the surprise impact generated by Liverpool’s new adidas kit. The previous search record dated back to the 2006/07 season, which marked adidas’s debut after the Reebok era. At that time, there were 343,845 searches – a figure that, while roughly a third of the new record, was still extremely high considering the historical context and the lower accessibility to search engines back then. In the following years, there were other spikes coinciding with the drops of new Liverpool kits, always significant but still far from the numbers achieved with adidas’s return for the 2025/26 season: yet another triumph of nostalgia, always an unbeatable asset for sportswear brands.