Liverpool FC and adidas have unveiled the third kit for the 2026/27 season through a campaign that does not end with the presentation of the new product. Feel the Anfield Effect connects the creative idea, a broader lifestyle offering and a completely redesigned online store, giving the interest generated by the ad an immediate place where it can be converted into a purchase.
The campaign builds on a belief already deeply rooted among Liverpool supporters, that the atmosphere at Anfield during European matches can influence what happens on the pitch. The agency The Midnight Club translated that difficult-to-measure energy into a laboratory experiment.
In the 90-second ad, scientists analyse the materials and colours of the new kit as though they were testing a technological invention. The tests gradually show the players developing almost superhuman abilities while wearing it, giving the campaign message a literal visual interpretation without attempting to rationally explain the atmosphere created by the supporters.
The ad features the captains of the women’s and men’s teams, Grace Fisk and Virgil van Dijk, and is narrated by actor and lifelong Liverpool supporter Owen Cooper. Their joint inclusion places the club’s identity above the division between individual teams and gives the same idea a broader reach across Liverpool’s audience.
The campaign’s visual elements have been transferred onto a black kit featuring maroon and matte silver details, along with a graphic inspired by the movement and energy of the crowd. The product description, however, remains only one part of the launch. adidas simultaneously introduced the Originals Teamgeist 26 collection, which extends the same identity across jackets, T-shirts, tracksuits, footwear and other pieces intended for everyday wear.
In this way, the campaign extends the life of the seasonal kit beyond match days. Club affiliation gains more pricing and product entry points, while the shared creative idea connects sportswear and the lifestyle collection without the need for separate communication platforms.
The third layer of the launch belongs to Liverpool FC’s new global online store. The platform offers personalised product recommendations, faster loading and a simpler checkout process across mobile and desktop devices. The timing of its introduction is no coincidence: the greatest interest in purchasing emerges precisely during the days when the ad, the players and the new kit collectively command supporters’ attention.
Hannah Pym, Senior Vice President of Marketing and Digital at Liverpool FC, explained that the platform is part of a broader upgrade to the digital supporter experience. The aim is to make it easier to discover and purchase the club’s collections, while also making engagement with the club faster and more connected, regardless of the device or market.
Feel the Anfield Effect therefore functions as more than a creative framework for presenting the kit. The ad generates interest, the lifestyle collection expands the purchasing options, and the new ecommerce platform receives the audience at the moment when that interest is at its strongest. For Liverpool and adidas, the Anfield Effect has not remained merely an atmosphere to be portrayed, but has instead become the foundation of the entire retail experience.
