Newcastle United makes an apology and immediately take down their third kit release video over an ‘offensive’ flag spotted.
The Premier League club removed a promotional video for their new third kit after it featured a flag, brought by a supporter, that could cause offence due to its association with the Japanese military during World War II.
The club said sorry, then they edited the video to remove the flag, and reposted it, making sure all fans can enjoy the content.
The flag, previously controversial in a 2011 South Korea-Japan match, is banned by FIFA and considered a “war crime flag” by some. This incident occurred ahead of Newcastle’s first-ever pre-season trip to South Korea.
🏴 NEWCASTLE UNITED DELETES KIT LAUNCH VIDEO AND APOLOGISE AFTER BACKLASH OVER FLAG RESEMBLING JAPAN’S WWII DESIGN — BBC pic.twitter.com/BVNNvTyRIg
— Echo FC (@theechofc) July 2, 2025
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
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 reported that a controversial flag, banned by FIFA and associated with the Japanese military during World War II, was brought by a supporter to a Newcastle United promotional shoot at the Tyneside Irish Centre, not provided by the club or Adidas.
The flag, previously linked to controversy involving former Newcastle player Ki Sung-yueng in a 2011 South Korea-Japan match, is considered a “war crime flag” by some.
Newcastle United is set to travel to South Korea for pre-season matches against K-League XI and Tottenham, marking their first-ever trip to the country.
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.”
adidas said: “For this season’s third kit, we wanted to bring the fans an added level of connection by combining our favourite elements of the iconic 97/98 kit, told through a modern and stylish lens. The intersection between football and fashion is continuously evolving, and this kit celebrates the colliding of these two worlds in a way that honours the club’s identity and togetherness, both in the past and for years to come.”
Twitter users reacted as Newcastle makes an apology and immediately take down their third kit release video over an ‘offensive’ flag spotted…
@steve_d7: Not a good advert for the club 😬🙄
@JohnJoh53849444: Spot on. These things happen. Great to call out a genuine error.
@Itzstuie1:
Recruitment team can’t recruit
Media team can’t do basic checks
We can’t hold onto a SD
BUT
Ticket prices rise.
Honestly what is happening to the club I love.
@FootyShirtSean: One normal day of NUFC twitter is all I ask for
@Andrew_shaw_91: 😂😂😂😂😂 having one hell of a summer
@nufcrichys: we’re the absolute laughing stock of the football world at the minute and rightly so
@ToonMouthTyne: That’s a massive whoopsie that if true! How has that slipped through the net?!
@TheMachine1981: Honestly this was probably there because the fans were told to bring flags with them for the shoot, then the director or art department guys liked the look of this flag. Then nobody copped it till it was too late.
@JamesOntheMic98:Can’t sign play ers, can’t get the off the pitch stuff right and we can’t even get a shirt promo right and bringing politics into a shirt promo. Actually embarrassing.
@BenArmstro69771: Fucking hell man. How’ve they not realised this? Surely to god they’d think hmm what’s that flag he’s holding there let’s check it out to make sure it’s nowt controversial 🤦♂️
Probably the old Japanese Empire flag, soft but Adidas are an international company pic.twitter.com/30tRnW8dgo
— William (@BaptistSec) July 1, 2025
