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Adidas’ new Liverpool home shirt for the upcoming 2026/27 season has seen sales surge 99% at JD Sports compared to last year’s design, despite a fifth-place finish in the Premier League in the 2025/26 season.
The nostalgia-led design borrows heavily from the club’s iconic 1989/91 home kit, featuring a deeper ‘active red’ and chalk-style detailing.
The new data from JD Sports compares shirt revenue from 1 May to 1 August 2026 versus the same period in 2025 – part of the retailer’s build-up to the new 2026/27 season in England, Scotland and Europe.
Premier League champions Arsenal also saw a 76% uplift in sales for their latest Adidas shirt versus the 2025/26 launch, while sales of Manchester United’s new shirt were up 23%.
In Scotland, Celtic saw a 23% year-on-year jump in shirt sales following their final-day Scottish Premiership success over Edinburgh-based rivals Hearts.
Adidas’ latest Celtic home shirt pays homage to the legendary 1966/67 European Cup winners, commemorating the 60th anniversary of the ‘Lisbon Lions’ with subtle detailing incorporated alongside the club’s traditional green and white hoops.
In Europe, JD noted Borussia Dortmund and AS Roma as the two standout clubs. The latest 2026/27 Dortmund home kit from Puma outperformed Premier League opposition, recording 104% growth in revenue, while Italian side AS Roma drove an 80% increase in orders for their 2026/27 shirt compared to the 2025/26 season, with fans appreciating the reintroduction of a classic club crest in yet another Adidas design.
When comparing the year-on-year data, JD found that four of the top five revenue-increasing clubs featured heritage-inspired elements in the designs of their home kits, with fans embracing references to past designs and iconic club milestones as part of the designs of the new kits.
With the notable exception of Arsenal, who took inspiration from the Emirates Stadium following their 2025/26 title win, manufacturers have leaned into nostalgia for inspiration for their most popular designs.
Rachelle Berrisford, Digital Trade Manager at JD Sports, said: “This year’s strongest-performing kit launches show how closely consumer demand can reflect the mood around a football club. Liverpool, Arsenal and Celtic have all generated impressive growth compared to last season, with supporters eager to invest in new kits ahead of the new season.
“While on-field success remains a key driver, design, heritage and anticipation for the season are also proving important factors in purchasing decisions amongst fans.”