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Newcastle and Adidas Withdraw Third Kit Video Over Rising Sun–Style Flag

The incident underlines the importance of cultural sensitivity in global sports marketing

Overview

  • Fans spotted an altered Rising Sun–style flag in Newcastle’s third kit launch video, prompting its removal within 24 hours.
  • Newcastle United and Adidas issued formal apologies for any offence caused by featuring a symbol banned by FIFA at international matches.
  • The promotional clip showcased Sam Fender, Alexander Isak, Tino Asprilla and Jonas Gutierrez alongside supporters.
  • The club and its kit maker will re-edit the footage to eliminate the controversial imagery before reissuing any kit content.
  • Newcastle is set to proceed with pre-season friendlies in Singapore and South Korea later this month.