Watch as Darren Eales, Peter Silverstone and Newcastle United supporters go crazy for Adidas kit launch

Hundreds of Newcastle United supporters descended on the club’s temporary store outside St James’ Park as Adidas launched the 2024-25 home shirt.

Toon fans have eagerly awaited the release ever since the German retail giant was announced as the official kit supplier. The commercial deal is understood to be worth around £40million per season - creating wiggle room for Newcastle as they aim to battle FFP/PSR restrictions.

Adidas previously partnered with Newcastle between 1995 and 2010 - creating some of English football’s most iconic designs. Kevin Keegan’s “Entertainers” donned a famous “grandad collar” look, with Newcastle Brown Ale emblazoned on the front, and nostalgic fans are hoping for more of the same in the coming years.

Some supporters camped out from midnight ahead of the 8am launch - loaded with chairs and warm clothing to brave the Geordie weather. The sound of the doors opening was met with loud cheers as the sea of black and white headed into the pop-up shop.

In attendance was Newcastle CEO Darren Eales, who surprised fans in the queue as they approached the front. The Toon chief was a fan of Adidas’ well-received promotional video - which whet the appetite last night hours before the launch.

Peter Silverstone, the club’s Chief Commercial Officer, also greeted supporters, asking about their thoughts on the new design. The former Arsenal executive is tasked with raising Newcastle’s revenue streams and had a major role in reigniting the Adidas relationship. 

Local media and YouTubers were present, with everyone desperate to catch a glimpse of how the Magpies will kit out next season. Watch our NewcastleWorld video to sample the moment Adidas made their official return to St James’ Park.