The iconic black-and-white stripes of Newcastle United are once again teaming up with the iconic three stripes of Adidas.
The Premier League club and the German sportswear company announced on Friday, September 1, that they had agreed a multi-year partnership that will see Adidas become Newcastle’s official kit partner starting with the 2024-25 season.
Adidas had previously been Newcastle’s kit partner from 1995 to 2010. This era included some of Newcastle’s most famous victories — including some in the UEFA Champions League and during the club’s “Entertainers” era under manager Kevin Keegan — and best-loved kit designs.
The deal was teased by Adidas on Twitter earlier in August, and first revealed in an episode of the documentary series “We Are Newcastle United” on Amazon Prime. Club officials were seen traveling to Adidas headquarters in Herzogenaurach, Germany, to close the deal.
“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,” said Newcastle CEO Darren Eales, who was part of the delegation that made the trip to Germany. “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.”
“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,” added Adidas global football general manager Nick Craggs. “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.”
Since last leaving Adidas in 2010, Newcastle’s kits were manufactured by Puma for 11 seasons and by Castore for three seasons.
Newcastle also notes in their announcement that a “vital element” of the new deal is the club rebuilding its retail operations, both online and in-store.
“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,” said Newcastle chief commercial officer Peter Silverstone.
Fans can register for the latest news on the 2024-25 kit launch here.