Newcastle United official announcement – Confirm first Adidas kit release as part of retail switch

Newcastle United have now officially confirmed the first Adidas kit release of the new agreement.

In a more far reaching retail announcement (see below), the club stating that the 2024/25 replica home shirts will be launched and available at the club shops on 7 June 2024.

References to this release date had been claimed from documents made public during the legal challenge made my Mike Ashley and Sports Direct, against the fact that replica kits are set to be only available via the club, JD Sports and Adidas themselves.

However, this is the first time the club have officially stated this in public.

Adidas had a very successful 15 years relationship with Newcastle United that started when Kevin Keegan was manager in the 1990s, only for Mike Ashley to end that decade and a half partnership.

Newcastle United official announcement – 8 May 2024:

‘Newcastle United has commenced work to move its retail operations in-house for the first time in more than a decade with the construction and imminent installation of a temporary club store and new e-commerce website.

Following initial groundworks in April and May, the first of five modular ‘Rapid Retail’ units began to arrive at St. James’ Park on Wednesday to form a larger temporary store that will serve fans this summer.

Meanwhile, the club is currently building a new online retail platform – shop.newcastleunited.com – that will go live on 29th May, supporting the sale of official merchandise to supporters around the world.

For visitors to St. James’ Park, the temporary store will be situated between The Strawberry pub and the St. James’ STACK presented by Sela, and will be operated by Newcastle United’s new in-house retail team. It will also officially open on 29th May to coincide with the closure of the existing stadium store, which is currently operated by Castore, and in time for England men’s and women’s international matches.

When the agreement between Castore and the Magpies concludes later this month, the current stadium store beneath the Gallowgate End will undergo a significant refit. In its place, a brand-new retail experience will open later this summer as part of the upcoming partnership between Newcastle United and global sportswear giant, adidas. The temporary store will then be removed.

Peter Silverstone, Chief Commercial Officer at Newcastle United, said: “We are hugely excited about engaging with supporters directly through our new in-house retail operations.

“We have big plans for our retail business, and the first step on the journey is to launch a new digital retail platform while completely revitalising how we meet supporters’ needs in our physical stores.

“The temporary store at Strawberry Place will enable us to close the existing retail outlet at St. James’ Park and put significant investment into the site. The result will be the launch of a world class retail experience at a flagship stadium store, filled with new kit and merchandise that we anticipate will be
hugely popular.

“We are building a passionate local team to drive this new retail operation, helping us to deliver on the huge demand for Newcastle United products through best-in-class service.

“We recognise it will take time to get our service to the perfect levels we strive for, and we thank supporters for their patience as we go through this important transitionary period over the summer months.”

The temporary club store will initially sell a new range of Newcastle United-branded merchandise – from 29th May before the launch of adidas products – starting with the 2024/25 home kit from 7th June.’