The collaboration between the two entities goes back to the legendary "Entertainers" era of Newcastle United, with iconic kits worn during Kevin Keegan's title-challenging rein. The club also sported adidas gear during memorable Champions League matches, including the historic 3-2 victory over Barcelona in 1997, highlighted by Faustino Asprilla's hattrick, as well as throughout the reign of the late Sir Bobby Robson.

This announcement arrives at an exciting juncture for the club, as the men's team has secured a UEFA Champions League spot for the first time in two decades, and the Newcastle United Women's Team recently achieved professional status after a significant title win in the 22/23 season.

Nick Craggs, Global Football General Manager at adidas, expressed his excitement: "We are thrilled to announce the rekindling of the partnership between adidas and Newcastle United Football Club. This collaboration brings together two iconic names renowned for their football history, innovation, and dedication to excellence."

Darren Eales, CEO of Newcastle United, reflected on the significance of the partnership: "Our upcoming alliance with adidas conjures memories of some of the most legendary players, coaches, and matches in the club's history, and we are thrilled to embark on this exciting journey together."

As part of this agreement, Newcastle United will revamp its retail operations both locally and globally, both in physical stores and online.