Liverpool Unveils New Kit from Atop Dubai's Iconic Burj Khalifa

Liverpool and Adidas Stage Spectacular Dubai Launch, Signaling Football's Gulf Marketing Revolution

Liverpool Football Club has reunited with Adidas after a 13-year separation, unveiling their partnership for the 2025/2026 season through a dramatic light show projected onto Dubai's Burj Khalifa. The move represents more than just a kit deal—it highlights the Gulf region's growing influence as a premium marketing destination for European football's biggest brands.

A Partnership Rooted in Liverpool's Golden Era

The reunion carries significant historical weight. Adidas previously clothed Liverpool during some of their most successful periods: from 1985 to 1996, when the club dominated English football, and again from 2006 to 2012, spanning their Champions League triumph in Istanbul and subsequent years under Rafael Benítez.

The new home kit embraces Liverpool's traditional identity with a deep red base inspired by strawberry tones—a nod to the club's nickname and local heritage. Classic design elements include Adidas's signature three white stripes along the sleeves, the iconic Liver Bird crest, and a simple crew neck collar with detailed ribbing at the edges.

Dubai: The New Theater for Global Sports Marketing

The choice of Dubai for this announcement reflects a broader strategic shift in sports marketing. By illuminating the world's tallest building in Liverpool red, Adidas and Liverpool tapped into the UAE's position as a crossroads between European football culture and emerging Asian markets.

Why the Gulf Matters for Football Brands

This spectacular launch follows a pattern established by other major clubs and brands. Manchester City's UAE ownership, Paris Saint-Germain's Qatari backing, and numerous pre-season tours to the region demonstrate football's recognition of Gulf states as both lucrative markets and influential marketing platforms.

The timing is particularly shrewd. With Qatar having hosted the 2022 World Cup and Saudi Arabia's aggressive sports investment strategy through the Public Investment Fund, the Gulf region has cemented its role as a key battleground for football's commercial future.

Market Implications Beyond the Spectacle

For Adidas, this partnership represents a crucial victory in their ongoing battle with Nike for football supremacy. Liverpool's global fanbase—estimated at over 100 million supporters worldwide—provides Adidas with a premium platform to showcase their latest sports technology and streetwear designs.

The German sportswear giant has been systematically rebuilding its football portfolio after losing ground to Nike in recent years. Securing Liverpool alongside existing partnerships with Real Madrid, Bayern Munich, and Manchester United positions Adidas to compete more effectively in the lucrative replica kit market, which generates hundreds of millions annually for top-tier clubs.

A New Chapter in Football's Commercial Evolution

The Dubai launch signals football's continued evolution from a European-centric sport to a truly global entertainment product. By staging major announcements in cities like Dubai, clubs and sponsors acknowledge that their most valuable growth markets lie beyond traditional footballing heartlands.

This shift has practical implications for investors and industry observers. Clubs that successfully navigate these new commercial landscapes—leveraging both their historical identity and global appeal—are likely to outperform competitors still focused primarily on domestic markets. Liverpool's willingness to embrace spectacle while honoring tradition suggests a club well-positioned for football's increasingly globalized future.