Controversial flag forces Newcastle kit video edit | OneFootball

Newcastle United Withdraw Kit Launch Video After Backlash

Kit launch sparks unexpected controversy

Newcastle United have issued a public apology following the release of their 2025-26 third kit launch video, which sparked criticism due to the inclusion of imagery resembling the Rising Sun flag, historically associated with Japanese military actions during World War Two.

The video, which featured celebrated Geordie musician and lifelong Newcastle fan Sam Fender, was initially published across the club’s social media platforms. It was swiftly removed after supporters and observers noted the resemblance of one flag in the film to the Rising Sun emblem, a symbol that remains a painful reminder of wartime aggression for many in East Asia.

Club responds to fans’ concerns

In a statement issued after the video’s deletion, the club acknowledged the unintended offence, stating: “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 updated version of the video retains the presence of Fender and the core creative elements, but removes the contentious imagery. Newcastle’s prompt response suggests an awareness of their growing international profile, particularly as the club returns to Europe’s elite competition next season. The Magpies secured fifth place in the Premier League, earning a Champions League berth for 2025-26.

Global spotlight on Newcastle

With the club’s recent resurgence under manager Eddie Howe and the financial clout of their Saudi-led ownership, Newcastle’s brand is undergoing a rapid transformation. The partnership with Adidas was billed as a major step in that commercial evolution. Yet, this incident serves as a reminder that with increased visibility comes heightened scrutiny.

Incorporating cultural sensitivity into creative content is now essential for any club operating on a global stage. Newcastle’s swift retraction may limit long-term reputational damage, but it also highlights the fine balance clubs must strike between bold marketing and respectful representation.

Looking ahead to Champions League return

While the kit launch misstep is unlikely to overshadow the anticipation surrounding Newcastle’s European campaign, it has momentarily diverted focus from what should have been a celebratory moment. As the club continues to build both on and off the pitch, moments like this underscore the responsibility that comes with modern football’s international reach.