Darren Eales' exciting Adidas vow as Newcastle United make 'best in class' St James' Park move

Newcastle United CEO Darren Eales says fans will be treated to 'superb' Adidas offerings next week, as the club work to build a 'best in class' official club store at St James' Park.

This week saw the opening of a temporary Adidas store, located opposite the 52,000-seater stadium, next door to the Strawberry Pub. The makeshift complex will sell a range of club merchandise before the official launch of Adidas products from Friday, June 7.

Excitement is building to see what Newcastle have in store as the iconic manufacturers make their eagerly-awaited return. CCO Peter Silverstone recently told Chronicle Live: "I don’t need to tell you that Adidas have some pretty extraordinary launch plans for us, which will put us on a global marketing platform, which is fantastic."

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Eales, speaking at the opening of the temporary shop this week, echoed the thoughts of his colleague by hinting at exciting products set to be unveiled in a matter of days. "We've opened our new e-commerce platform and it's something we're really excited about," he told Newcastle's official media channels.

"A brand new platform that gives people, not only in this country but around the globe, the chance to buy Newcastle merchandise. We're creating that relationship with them and it's really important we own that relationship.

"Now we've got that direct contact and it's Newcastle that's doing the connecting with the supporter. We hope that's going to grow our fanbase because, as all fans know, the connection with Adidas is amazing and some of the kits we're going to see really is going to be superb."

Adidas' latest kit releases have seen the iconic three stripes placed on the shoulder section of their shirts. This seems to be a running theme across all of the brand's recent designs, with many Euro 2024 teams enjoying similar patterns ahead of the tournament. Belgium, Germany, Italy and Spain will all don shirts with the same shoulder marking at the summer showpiece.

As well as providing home, away, third and potentially fourth kits for Newcastle, there has been talk of retro offerings being in the pipeline. Adidas saw great success when launching 90's-inspired gear at Arsenal and similar products are expected on Tyneside in the future.

On the subject, Silverstone recently told Chronicle Live: "Growing up everybody is probably aware of the game-changing products and kits that Adidas designed for Newcastle United in the 1990s. Some of those designs will inform current kits. I guess all I can say is the 'bring back' of kits, which we did at my time at Arsenal for the first time with the bruised banana kit.

"That was incredibly successful from both a fan perspective but also a culture perspective. Some of these iconic kits are culturally relevant to all football fans. They are unique fashion items that happen to have been worn by David Ginola and Alan Shearer, the Entertainers, as well as Ant and Dec! They are iconic pieces and we are working with Adidas to try to bring them back."