Liverpool finished fifth in the Premier League last season. Surprisingly, their new home shirt has seen sales surge by 99% at JD Sports compared to last year's design, despite that disappointing finish.
Trophies are no longer the only draw for fans. A club that missed out on Champions League qualification is now selling more merchandise than teams that actually won titles, and the shirt in question isn't even a new design.
Why the 1989/91 Candy Kit Design Sparked the Surge
This shirt is not a new direction for Liverpool. It harks back to the classic Adidas jersey from 1989-1991, instantly recognisable for its dynamic geometric pattern and worn by Kenny Dalglish's title-winning squad.
Fans know it as the Candy Kit, and the pattern last appeared across the 1989-91 season before this reissue paired it with modern Adidas tech. The launch campaign leaned hard into that history, placing club legends Ian Rush, John Barnes, Alan Hansen and Bruce Grobbelaar in the original kit alongside current players Florian Wirtz and Hugo Ekitike wearing the new version.
This clever juxtaposition of past and present effectively promotes the same shirt.
JD Sports Premier League Kit Sales Data 2026
The figure of 99% requires some context. It refers to JD Sports' revenue from 1 May to 1 August 2026, compared to the same period in 2025. According to The Industry Fashion, this figure represents one retailer's performance rather than Liverpool's global kit revenue. Additionally, Liverpool isn't the only club benefiting from sales of older designs.
Borussia Dortmund's retro Puma kit posted 104% growth, Roma's new shirt drove an 80% rise in orders, Arsenal's latest Adidas release climbed 76%, and both Manchester United and Celtic saw sales up 23%. Nostalgia is doing the heavy lifting across the entire kit market this year, not just at Anfield.
When the Adidas partnership first launched, home kit sales jumped more than 700% year-on-year, with orders arriving from fans in 150 countries. Two product launches occurred two years apart, both drawing inspiration from their heritage and achieving impressive growth of over 100%.
How the Blokecore Streetwear Trend Is Transforming Football Retail
Vintage football shirts have become essential streetwear items. The trend known as Blokecore involves wearing vintage match jerseys as everyday fashion rather than just on match days, driving increased interest in original shirts from 1989-91 among buyers who have never attended a Liverpool match.
Resale listings for the genuine Candy Kit now reach hundreds of pounds. This broadens the demographic of who buys a new shirt, extending the customer base from season-ticket holders to those shopping solely for aesthetics.
It also explains why fans keep paying more for less certainty on the pitch. New Adidas Liverpool shirts cost between £70 and £90. A current-season kit feels disposable in less than a year. But a retro design feels worth preserving.
The New Commercial Strategy for Football Kits
Football retail has shifted from performance apparel to something closer to cultural asset management. Liverpool's Adidas partnership has now delivered two consecutive nostalgia-driven surges, and clubs across England, Scotland and Europe are chasing the same blueprint.
Retro design isn't a seasonal gimmick anymore. It's the default strategy for kit sales, regardless of what happens on the pitch come May.
