'Unprecedented' - Newcastle United chiefs greet supporters as thousands queue to buy new Adidas home shirt

Thousands of Newcastle United supporters queued from the early hours of Friday morning to get their hands on the new Adidas home shirt.

The first black and white top designed by Adidas for 15 years officially went on sale at 8am with queues building from the temporary club store right the way back to St James’ Park Metro Station and beyond. A steward working for the club called the queue “unprecedented”.

One supporter, Kenny, had queued from midnight and was the first to get his hands on the shirt. He said: “Beautiful. Should have brought Adidas back years ago. Definitely worth the wait. Brilliant. I’ll more likely be back for the away and third kit.”

Fans were also greeted by Newcastle United Chief Executive Officer Darren Eales and Chief Commercial Officer Peter Silverstone, both of whom played a key part in bringing Adidas back to St James’ Park. The deal, believed to be worth £30million per-season, was announced in September last year after club chiefs visited Adidas officials at their HQ in Herzogenaurach.

Silverstone said: “This iconic home kit, and training range, symbolises the start of an exciting partnership with Adidas, one of the world’s most renowned sportswear brands,” Silverstone said.

“The strength of the relationship that Adidas enjoys with our passionate fanbase gives us great confidence that the exciting product ranges they have created for the 24/25 season, and beyond, will be extremely popular. We know our fans will wear the three stripes with pride.

“This partnership launch, aligned with the re-launch of the club’s in-house retail business, is just the start of an exciting journey. Together, we hope to capture the imagination and passion of our supporters, who proudly wear our black and white stripes wherever they are in the world.”

The German sportswear manufacturer holds a special place in the heart of the Magpies having previously designed some of their most iconic kits between 1995 and 2010. Home shirt and retro gear sales are expected to soar as the city hits fever pitch.

"Newcastle United and adidas have marked the club’s highly anticipated return to the three stripes, with the unveiling of the home kit for the upcoming 2024/25 season,” a club statement read. “The new design draws inspiration from the classic 2002/03 adidas home kit.

"The home jersey honours this iconic era with three bold, black stripes and a full-colour crest, offering a modern twist on a timeless classic, complemented by the adidas three-stripes detailing on the shoulders up to the collar. In further celebration of the club's history, the classic club crest reappears as a back neck sign-off, reaffirming the city's enduring unity.

“The iconic black and white hues, synonymous with Newcastle United, have been preserved and crafted to evoke both memories of the past, and excitement for its future. Binding the kit together are solid black shorts and socks with the white NUFC sign off, creating a traditional aesthetic staying anchored in the club's roots."