Adidas have been universally welcomed by Liverpool supporters since renewing their partnership with the Reds in 2025, but their latest collection leaves a bitter taste in the mouth.
Despite their poor performances on the pitch, Liverpool have at least looked the part this season. All three kits were released to rave reviews from fans, while a hotly anticipated reboot of the iconic 1995/96 away shirt dropped on Friday morning.
But while supporters of a certain age will be delighted to see a return for the white and green quarters worn by the likes of Robbie Fowler and Steve McManaman, the prices Liverpool are asking will mean many simply cannot afford to kit themselves out. £90 for a 30-year-old design, Reds? Scandalous.
Liverpool’s forwards ALL deserve to be dropped against Spurs 😶
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Liverpool and Adidas release ludicrous prices
Fanatic as they are, many Liverpool supporters will have purchased at least one offering from Adidas this season, and that’s before even touching upon training gear, accessories and whatever else the German sportswear brand has churned out over the past nine months or so.
And while an ‘authentic’ shirt could have set them back as much as £120, the cheapest price initially listed on Liverpool’s official online store was £85 for a standard option.
Amazingly, the Reds have decided that the re-release of the ’96 classic should sit somewhere in the middle of that, with Ryan Gravenberch modelling a short-sleeved version which is yours for just £90.
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Given the nostalgia at play for such a memorable shirt, and the rare opportunity to own a brand new one, there will doubtless be supporters out there who will spend their hard-earned cash on one of these, whether they can afford it or not.
But that is not the worst of it, for anyone feeling especially flush, Liverpool have also – somewhat inexplicably – released a ‘blackout’ version of the shirt, with the white and green replaced by sheer black.
Quite why anyone would pay £130 to own such a pointless piece of memorabilia, we’re not quite sure. But somebody will, and Liverpool know it. Shameless.
Elsewhere, there are seven more items on sale, the cheapest clocking in at £40 for a pair of flimsy-looking green short shorts. Virgil van Dijk models another short-sleeved shirt, seemingly a new design, for a quite stunning cost of £70. In what world, Virgil?
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There is perhaps some better value to be had with the £85 sweatshirt and drill top and the £90 track top, but these are still ridiculously high prices for ordinary fans to pay.
Sadly these are the times football supporters now live in, where their loyalty is exploited for the bottom line. It is a testament to Liverpool fans that these will likely sell out despite the team’s turgid season on the pitch. The club have a cash cow and they will milk it without hesitation.
Like anyone else associated with the club, we too were excited to see the reboot of such an iconic design, but if we were hoping for a return to the prices of 30 years ago, we have been badly, badly let down.
Not that they will be, but Liverpool should be ashamed of pricing their own supporters out by using that most classic of emotional manipulators: nostalgia. No, thank you.
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