Newcastle United Football Club and adidas have recently announced a multi-year partnership that will establish the sportswear giant as the official kit partner for the club starting from the 2024/25 season.
As unveiled in the Amazon Prime documentary titled "We Are Newcastle United," the club is set to rekindle its association with adidas after a gap of more than a decade. Previously, adidas had supplied the official kits and training attire for the Magpies from 1995 to 2010.
During Newcastle United's renowned Entertainers era, there was a close collaboration between the two entities. Notably, the squads led by Kevin Keegan, which contended for titles, sported some of the most iconic and adored kits of that era.
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The distinctive three stripes of the adidas brand were also donned by the Magpies in numerous memorable UEFA Champions League matches. These include the legendary 3-2 triumph against FC Barcelona in 1997, featuring Faustino Asprilla's unforgettable hat-trick, as well as in all the seasons managed by the esteemed late Sir Bobby Robson.
Nick Craggs, Global Football General Manager, Adidas
The announcement comes during an exciting period for the club; the men's team has qualified for the UEFA Champions League for the first time in twenty years, whilst Newcastle United Women were fully instituted by the club as professional this summer following a landmark title win in the 2022/23 season.
And from June 2024, the Magpies will wear adidas for the first time in a decade when this new partnership officially begins.
Nick Craggs, Global Football General Manager, adidas, said: "We are excited to announce that adidas and Newcastle United Football Club have once again joined forces in a new partnership that aims to drive excitement both on and off the pitch. This collaboration brings together two iconic names known for their history, innovation, and commitment to excellence within football.
"As Newcastle United Football Club embarks on a new chapter for the men's and women's team, adidas is honoured to provide them cutting-edge sportswear technology. Our previous partnership delivered some of the most iconic kits of the 90s and we look forward to creating many more unforgettable moments, inspiring fans and players alike."
Darren Eales, CEO of Newcastle United, was part of a club delegation that visited adidas' global headquarters in Herzogenaurach, Germany to complete the deal, as captured on Amazon Prime.
He said: "Our upcoming partnership with adidas evokes memories of some of the most famous players, coaches and matches in the club's history so we are delighted we will be teaming up once again as we look to create our own exciting future together.
"The club, supported by our fans, owners and commercial partners, is on an exciting journey and we look forward to continuing that as we welcome adidas on board next summer."
A vital element of this new agreement will see Newcastle United rebuilding its own retail operations both in store and online, locally and globally, with further information to follow during the course of this season.
Peter Silverstone, Newcastle United's Chief Commercial Officer, said: "We are delighted to have agreed a new multi-year partnership with adidas from summer 2024. The history and heritage between the two brands is obviously very compelling and exciting.
"This partnership will help us to deliver on our ambitious brand and commercial strategy. Importantly, it will allow us to rebuild a direct retail relationship with our current, and future, local and global fanbase. We know our fans will support us on this exciting journey."
