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Newcastle United have issued a public apology and edited their promotional content after supporters highlighted a potentially offensive image in their new third kit unveiling video.
The original clip, which was released to mark the launch of the club’s latest Adidas-designed strip, included appearances from several club icons and fans, among them musician Sam Fender, striker Alexander Isak, and former players Tino Asprilla and Jonas Gutierrez. But a particular scene in which two fans are seen holding a stylised flag drew immediate criticism online.
The flag’s design bore similarities to the Rising Sun Flag, historically associated with the Imperial Japanese Army during the Second World War. While regarded by some in Japan as a symbol of national pride, the flag remains a highly sensitive issue in countries such as South Korea, China, Russia, and Singapore, where it is viewed as emblematic of imperialist aggression and wartime suffering.
Newcastle, who are set to visit South Korea and Singapore later this month on their pre-season tour, moved quickly to address the concerns.
“We have been alerted to the appearance of a flag in our recent third kit launch video that could inadvertently cause offence,” the club said in a statement. “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.”
The club’s actions were mirrored by Adidas, who also deleted the original footage from their own platforms.
Revised versions of the video, now without the contentious imagery, have since been uploaded. Alongside the updated release, Newcastle reiterated their regret, 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 flag in question has also been subject to scrutiny at the international level. FIFA bans its use during global competitions, and during the build-up to the 2020 Olympic Games in Tokyo, South Korean officials urged organisers to prohibit it, though they declined, stating the flag “is widely used in Japan” and “not a political statement.”
As Newcastle prepare to debut the new kit in a friendly match against Celtic later this month, the incident serves as a reminder of the importance of cultural sensitivity, especially for clubs operating on a global stage.
Featured Image Credit: Pixabay / jorono, Instagram / @nufc
