Newcastle kit launch controversy: Why did the Magpies apologise?

Newcastle United have apologised for a scene in the video launching their new third kit that “could inadvertently cause offence”.

A video featuring musician Sam Fender and a host of Newcastle stars past and present was released on Monday teasing the release of the new kit.

But that video was removed from the club’s social media channels on Tuesday before an edited version with the scene in question omitted was published.

A post on X (formerly Twitter) from the club read: “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 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.

— Newcastle United (@NUFC) July 1, 2025

Why have Newcastle apologised?

Newcastle edited the video and issued their apology because of a scene in which a fan is seen holding a black and white version of the Japanese imperial flag with the club crest in the middle.

The flag began being used by the military in the 19th century and was flown during Japan’s imperialist expansion, which saw the country occupy Korea and areas of China.

In 1905, Japan occupied Korea as a protectorate, and then as a colony from 1910 to the end of World War Two in 1945. Thousands of Koreans were exploited and forced into labour during Japanese rule, and the flag is associated by many in South Korea with war crimes and oppression.

The flag’s reputation is also tied to World War Two, when it became the flag of the Japanese Navy. Japanese troops occupied much of Asia in this period and committed war crimes against local people.

In 2020 South Korea requested the flag be banned from stadiums at the Olympic Games in Tokyo, though the issue was rendered moot as the Games were held a year later and predominantly without fans due to the COVID-19 pandemic.

Watch the lads in !

Season ticket holders and Mags Members can now buy tickets for our fixtures in South Korea this pre-season

— Newcastle United (@NUFC) June 30, 2025

Newcastle will play two pre-season games in South Korea ahead of the 2025-26 campaign, facing a K-League select XI on July 30 and Tottenham on August 3.

The Magpies are also said to be closing in on the signing of South Korean teenager Park Seung-soo from Suwon Bluewings.

When did Newcastle launch their third kit?

Following the release of the initial video, Newcastle officially launched their third kit on Tuesday, making both a short-sleeved and a long-sleeved version available to fans.

The kit, made by Adidas, is described as a “modern tribute to the iconic 97/98 third kit”.

“The jersey features a striking combination of burnt orange and deep green set against a navy backdrop, for a stylish take on a renowned classic and a must-have for fans and collectors,” Newcastle said in announcing the kit.

A certified Toon classic

The Newcastle 25/26 third jersey. Available in-store and online now https://t.co/HcT3gjuQqK@adidasfootball pic.twitter.com/r0oLQR5qB5

— Newcastle United (@NUFC) July 1, 2025

“Welcoming the embroidered trefoil adidas logo, the shirt features a stitched club crest and adidas EQT flat knit collar and cuffs. The kit is completed with navy shorts and socks, accented with signature three-stripe detailing and a clean orange trefoil sign-off for a visual statement.”

Chief commercial officer Pete Silverstone added: “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.”

Who will Newcastle play in pre-season?

The Magpies begin their pre-season at Celtic on July 19, before facing Arsenal in Singapore eight days later.

That is followed with the games in Korea, with the match against the K-League XI taking place in Suwon and the meeting with Tottenham held in Seoul’s World Cup stadium.

Newcastle then finish their preseason with a doubleheader at St James’ Park against LaLiga sides Espanyol and Atletico Madrid.

They host Espanyol on August 8 before taking on Atletico a day later. Newcastle could face Atletico in the Champions League this season after securing their return to Europe’s premier club competition.