Has adidas found the secret formula to Liverpool’s Anfield effect?

Liverpool FC and adidas are tapping into the atmosphere of the club's European nights for a new campaign launching its third kit for the 2026-27 season, before extending the drop into lifestyle apparel and a newly revamped global eCommerce experience.

Titled "Feel the Anfield effect", the campaign centres on the energy generated by supporters at Anfield and features players including men's captain Virgil van Dijk and women's captain Grace Fisk.

A campaign film is narrated by actor and lifelong Liverpool supporter Owen Cooper, with the creative drawing on the sights, sounds and collective energy associated with matches under the lights at Anfield.

Don't miss: Liverpool legend Robbie Fowler on brand loyalty in the world of football

The 90-second spot opens with a group of scientists analysing the new kit in a high-tech laboratory, experimenting with its fabrics and colours as Liverpool players are put through a series of tests.

As the experiments unfold, the players appear to gain superhuman abilities from wearing the kit, bringing the idea of the "Anfield effect" to life. The film closes with the campaign line, "Feel the Anfield effect". 

That idea carries through to the third kit itself, which features a black base with maroon detailing and matte silver accents. A subtle all-over graphic adds texture to the shirt and takes inspiration from the movement and energy of the crowd.

The Liver bird, adidas logo and player names and numbers appear in metallic silver, while adidas' three stripes run across the shoulders. The shirt is paired with black shorts and socks featuring coordinating silver detailing.

Alongside the kit, adidas has also launched "Originals Teamgeist 26", a wider apparel collection that takes cues from the third kit and translates them into a lifestyle setting.

The collection spans jackets, track pants, T-shirts, outerwear and footwear, combining elements of Liverpool and adidas' shared sporting heritage with a contemporary streetwear aesthetic.

The campaign and kit launch also coincide with Liverpool FC rolling out a new global eCommerce platform, marking the latest step in the club's wider digital transformation. The redesigned LFC online store has been built to make it easier for supporters around the world to discover and shop official club merchandise, with a refreshed look and feel across mobile and desktop.

At the heart of the overhaul is a greater focus on personalisation, with the platform introducing curated product recommendations alongside improved performance and load times. It also features a more streamlined checkout experience aimed at reducing friction throughout the shopping journey.

Together, the changes are intended to create a smoother and more connected retail experience for Liverpool supporters globally, while giving the club a revamped digital storefront for merchandise including its latest adidas collections.

“We’re excited to launch our new ecommerce platform alongside our third kit for the 2026-27 season. This is an important step in the evolution of our digital retail experience and has been designed to make it easier than ever for supporters around the world to discover and shop our collections," said Hannah Pym, senior vice-president of marketing and digital at Liverpool FC. 

She added, “With a faster, more personalised experience across every device, the new platform reflects our commitment to innovation and providing a best-in-class experience for our fans globally. This is just one of a number of digital upgrades we’re currently focused on as we continue to build out the wider digital fan experience, making it easier and more seamless for supporters to connect with the club wherever they are.”

Liverpool's latest push comes as football clubs increasingly look beyond traditional kit reveals to turn new-season drops into broader brand and cultural moments. In June, Chelsea FC and Nike unveiled the club's 2026/27 home kit through "Can't tame us", a global campaign created by TILL DAWN and developed from a strategy by ICONIC.

Taking cues from luxury fashion marketing, the campaign built anticipation through street-level activations, "spotted in the wild" moments and cultural teasers across markets and digital fan communities.

Related articles: 
Liverpool FC just made its anthem fully inclusive   
Deel calls on Arsenal to assemble its global squad   
Coca-Cola kicks off three-year Manchester United tie-up