adidas and Newcastle United have announced a multi-year partnership that will see the Three Stripes take over Tyneside for the first time since 2010.
The German sportswear brand was the club’s kit supplier from 1995 to 2010, outfitting the Magpies for some of their most memorable campaigns at home and in Europe. With Newcastle back in the Champions League this season, the announcement couldn’t come at a better time.
The partnership was first revealed in the Amazon Prime documentary, ‘We Are Newcastle United’, when the club’s CEO Darren Eales travelled to adidas’ headquarters in Germany to seal the deal.
In a statement from the club, Eales 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.”
Announcing the new deal, the adidas logo took over some of the most iconic spots in the city of Newcastle, including a banner hanging from the Tyne Bridge and on the side of The Strawberry Pub, which is located yards away from St. James’ Park.
The partnership will start in the summer of 2024, with adidas designing the club’s kits from the 2024/25 season onwards.