Liverpool FC just delivered a crushing blow to Nike. Starting August 1, 2025, Adidas will take over as the official kit supplier for the club. This partnership marks Adidas’ third stint with Liverpool after two previous periods from 1985-1996 and 2006-2012. Nike, which has been clinging to its top spot, just lost a major piece of the market.
The deal covers all men’s, women’s, academy, and LFC Foundation teams. Adidas will provide match kits, training wear, and culture wear. Fans are already buzzing about the iconic three stripes returning to Anfield. It’s a fresh breath of nostalgia and prestige, and Adidas knows exactly what it’s doing.
But what about Nike? Well, the signs were already there. Nike’s grip on the market has been slipping. Last year, their global market share fell to 14.1% from 15.2%, while Adidas climbed from 8.2% to 8.9%. Losing a powerhouse like Liverpool will only accelerate Nike’s downward spiral. Watch the stock today — $NKE might just tank hard.
Nike has been scrambling lately, even roping in Kim Kardashian’s Skims for a desperate image revamp. But let’s be real — a Skims partnership won’t bring in Champions League glory. Adidas is now primed to ride Liverpool’s coattails, and with the team expected to dominate the Premier League and Champions League next year, Nike might have just handed Adidas a goldmine.
The timing couldn’t be worse for Nike. They’ve held Liverpool’s sponsorship for five years, but now Adidas swoops in at the perfect moment. Imagine the merchandise surge if Liverpool wins the Champions League in 2025. Adidas gets all the glory, while Nike watches from the sidelines. Nike’s shareholders are not going to like this one bit.
Liverpool fans should be thrilled. Adidas historically delivers iconic kits that resonate worldwide. Think of the famous Gerrard-era kits. Now imagine a modernized version under Adidas. It’s not just business; it’s cultural dominance. And Nike just fumbled it.
Watch Adidas’ stock — it might not skyrocket today, but this partnership is a long-term win. Nike, on the other hand, might feel the sting of this loss sooner than expected.
Sources:
https://hypebeast.com/2025/3/adidas-and-liverpool-fc-unite-for-extensive-on-pitch-partnership
https://sports.yahoo.com/article/3-deal-confirmed-adidas-return-091800041.html
https://www.liverpoolfc.com/news/lfc-and-adidas-reunite-new-multi-year-partnership