Newcastle forced to remove scene from kit launch video and issue apology

Daily Mirror

02-07-2025

Newcastle have had to apologise after they released a kit video that included reference to a Japanese flag used in World War Two as they were forced to change it
Newcastle have had to apologise and change a kit release video after it included reference to a Japanese flag used in World War Two. The Magpies have tweaked the video which they admit could "inadvertently cause offence".
The Premier League side were celebrating the release of their third kit and put together a video that included Newcastle fan and singer Sam Fender. Originally it also had a flag in the club's colours that resembled the Rising Sun flag used by Japanese armed forces in World War Two.
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It has since been deleted across all their social media channels with a new video posted. The Rising Sun Flag was previously used as the flag of the Japanese military during a period when they occupied other Asian nations. It was then associated with the Japanese navy during WWII and other Asian countries see the flag as a representation of war crimes and atrocities committed in the past.
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The club said in a statement: "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."
The new third kit will be worn for the first time against Celtic on July 19 with the club using the iconic 1997/98 third kit as their inspiration.
Newcastle are back in the Champions League, where they are likely to weat their new kit on away days. Eddie Howe's side enjoyed a crack at Europe before, failing to make it out of the group stages, but are better prepared as they come off a season where they finally landed a trophy.
Peter Silverstone, the club's Chief Commercial Officer said: "This third kit is a powerful blend of past and present – a bold design that reflects both our proud history and the exciting journey ahead. Working closely with adidas, we've created something that we hope will resonate deeply with our global supporters, bringing back an iconic look with a modern twist.
"There's a real pride in wearing the trefoil – a symbol that connects generations of fans and players. Our passionate global fanbase will see this and wear it with pride, especially as we return to the UEFA Champions League for the second time in three years.
"Just as importantly, every adult shirt sold direct from the club contributes directly to our Foundation's work across the North East, reinforcing our commitment to community impact on and off the pitch."
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