July 24, 2024

Adidas has officially returned to Newcastle United, replacing Castore as the club’s official kit partner.


It was announced in September last year that Newcastle and Adidas had agreed a multi-year deal — believed to be worth £30million per season — beginning from the 2024-25 campaign

And that partnership has been made official this week after the Adidas logo returned to the club’s website.

As well as manufacturer the club’s kits, the Adidas agreement will see the Magpies move their retail operations in-house for the first time in over a decade

From 9am today (May 29), Newcastle will open the doors of its temporary club shop whilst the main store — situated at the Gallowgate End of St James’ Park — undergoes an extensive refurbishment.


The temporary shop, which sits directly across the road next to the Strawberry Pub and St James’ Park Metro Station, will begin selling a new range of merchandise before the launch of Adidas products — starting with the 2024-25 home kit from Friday, June 7.

Meanwhile, the club has also teased the launch of its new online store — called shop.newcastleunited.com — that is also due to go live today. On Tuesday evening, supporters were greeted with a message that read “your new store is coming soon. We’re working hard behind the scenes. We can’t wait to share the new club store with you.”




Speaking about the changes earlier this month, Newcastle Chief Commercial Officer Peter Silverstone said: “We are hugely excited about engaging with supporters directly through our new in-house retail operations.


“We have big plans for our retail business, and the first step on the journey is to launch a new digital retail platform while completely revitalising how we meet supporters’ needs in our physical stores.

“The temporary store at Strawberry Place will enable us to close the existing retail outlet at St. James’ Park and put significant investment into the site. The result will be the launch of a world class retail experience at a flagship stadium store, filled with new kit and merchandise that we anticipate will be hugely popular.

“We are building a passionate local team to drive this new retail operation, helping us to deliver on the huge demand for Newcastle United products through best-in-class service.


“We recognise it will take time to get our service to the perfect levels we strive for, and we thank supporters for their patience as we go through this important transitionary period over the summer months.”


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