Newcastle forced to apologise and delete 'offensive' scene from kit launch video after major backlash

Newcastle United were forced to delete a promotional video for their new third kit after an ‘offensive’ scene was spotted in the footage.

Newcastle launched their new third kit, which pays homage to the club’s 1997/98 away strip, for the 2025/26 season on Monday (June 30).

A promotional video was posted to social media by the Magpies, which included Northeast-based and Newcastle supporter popstar Sam Fender.

However, the footage was deleted after a flag which resembled the Rising Sun flag used by Japanese armed forces in World War Two appeared in the clip.

The advertisement was deleted before an altered version was later uploaded.

Once a local, always a hero.
The new 25/26 Newcastle United third jersey, on-sale now 💙🧡

🗣️: @samfendermusic @adidasfootball pic.twitter.com/GOgZ1Xt8VN

— Newcastle United (@NUFC) July 1, 2025

A Newcastle United spokesperson told The Northern Echo: “We have been alerted to the appearance of a flag in our recent third kit launch video that could inadvertently cause offence.

“In response, we immediately removed the video from circulation and have taken steps to edit the visual from all future content.

"We sincerely apologise for any offence caused."

After reposting the updated version, the club said: “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 Northern Echo’s report claims that the flag was brought to the shoot, which took place at the Tyneside Irish Centre, by a supporter and was not provided by the club or kit manufacturer Adidas.

The flag is currently banned by the global football governing body FIFA.

Made for match days, memories, and more 💙🧡

The Newcastle 25/26 third jersey. Available from 9am. pic.twitter.com/2GWgC7Xswv

— Newcastle United (@NUFC) July 1, 2025

Peter Silverstone, the club’s Chief Commercial Officer said: “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.

“Just as importantly, every adult shirt sold direct from the club contributes directly to our Foundation’s work across the North East, reinforcing our commitment to community impact on and off the pitch.”