Newcastle United have issued a public apology after a scene in their third kit launch video sparked backlash due to imagery resembling Japan’s controversial Rising Sun flag.
The promotional video, which featured Geordie singer and life-long fan Sam Fender, initially included a stylised flag in black and white club colours.
However, its resemblance to the Rising Sun flag — historically associated with Japanese military aggression during World War Two — drew criticism from sections of the global fanbase, particularly in South Korea and China, where the flag is seen as a symbol of imperialism and trauma.
Following the backlash, Newcastle swiftly removed the video from all social media platforms and released a revised version. In a statement, 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.”
The club added that the decision to edit the video was made to ensure “as many fans as possible can enjoy it.”
