Newcastle United and German sportswear giant adidas are set to renew their alliance after more than a decade apart.
In a club announcement confirming a multi-year partnership, it was officially revealed that adidas will become the Magpies' kit supplier starting from the 2024/25 season.
The reunion first came to light due to an accidental leak of episodes three and four of the Amazon Prime documentary, "We Are Newcastle United" a couple of weeks ago.
The club and adidas have a shared history; between 1995 and 2010, the sportswear brand supplied Newcastle with official kits and training gear. Back then, NUFC boasted some of the most iconic kits around, which have since gained cult status among supporters.
The timing of the announcement seems particularly opportune for the club. Eddie Howe's men have qualified for the UEFA Champions League for the first time in 20 years, where they'll face European giants PSG, Dortmund, and Milan in the group stage. Additionally, this summer saw the women's team gain full professional status, courtesy of a title win in the 2022/23 season.
Commencing in June 2024, the Magpies will don adidas attire once again, officially cementing the renewed partnership.
An intriguing aspect of the agreement focuses on the club's retail operations. Plans are in place for a significant overhaul, both in physical retail spaces and the digital platform, at a local and global scale.
More details on this are expected to be released as the season progresses, but it should be a huge step up on Castore!
The Magpies' CEO Darren Eales had this to say about the new 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.
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."
With Chief Commercial Officer Peter Silverstone adding:
"We are delighted to have agreed a new multi-year partnership with adidas from summer 2024. The history and heritage between the two brands is obviously very compelling and exciting.
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."
Finally, Nick Craggs, adidas' Global Football General Manager, commented:
"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.
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."
What a time to be a Newcastle supporter this is.