Newcastle apologise after kit launch video includes Second World War reference
Singer and Newcastle fan Sam Fender appeared in the video, which was praised for its originality but also faced criticism for the inclusion of a flag that resembled the Rising Sun flag once used by Japanese armed forces.
The flag was adopted by the Japanese Army in the late 19th century but in some neighbouring countries has come to be associated with atrocities committed during the Second World War.
A new video appeared on Newcastle's social media accounts after the original was deleted.
Newcastle said: 'The reaction to our new third kit with Adidas has been special, but the launch video contained a scene that could inadvertently cause offence.
'We apologise for that. We've removed the scene from the film to make sure that as many fans as possible can enjoy it.'
Newcastle United launched this video in collaboration with adidas Originals to introduce the club's new 25/26 Third jersey. #NewcastleUnited #nufc #adidasoriginals #adidas pic.twitter.com/2B9lEqillx
— Football Shirt Culture (@footballshirt) July 1, 2025
The club's front-of-shirt sponsor is Sela, a Saudi Arabian events company. Sela is paying around £25 million a year to the club, which is majority owned by the Kingdom's Public Investment Fund.
In the 2023-24 season, the club introduced haptic shirts that allowed deaf fans and those with hearing loss to experience the atmosphere at St James' Park for the first time at a live match.
The haptic technology transformed the noise of the stadium into real-time touch sensation and was debuted at the club's match against Tottenham, which Newcastle won 4-0. Fans and matchday mascots, who were deaf or had hearing loss, wore the shirts in the stands.
Meanwhile, the club are currently undergoing a makeover off the pitch amid plans to redesign the club's crest in a move that will provoke conflicting emotions among supporters.
Having concluded the current design – which was released in 1988 – is too complex and intricate for modern branding needs, it emerged in May that the club have decided to start the process of creating a new badge.
'As our club grows on the global stage, the symbol that represents us needs to be able to keep pace,' Newcastle said at the time. 'It needs to show up clearly and confidently across everything – from kits to screens to merchandise.
'So, we've been asking ourselves: how well does our current crest represent the club today? And how well will it serve us tomorrow?
'It's time to update our crest. This isn't a decision we take lightly. We love our crest. It's iconic and has stood us through unforgettable triumphs and testing times.
'But it was created in a different era. Its intricate design doesn't always translate well in today's digital world. And it's difficult to reproduce it clearly and consistently. As football and the world changes, so too must the symbol that unites us.'
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