Newcastle issue apology after kit launch video includes Second World War reference - as club removes scene featuring controversial flag
The Premier League club shared a launch video, featuring Newcastle fan and singer Sam Fender, on Tuesday.
As part of the video, which included fans and Newcastle stars past and present, two fans were pictured holding up a black and white flag, featuring the club crest and the words 'NUFC Japan'.
The image carried a resemblance to the Rising Sun flag used by the Japanese army and navy during the Second World War.
The Rising Sun flag features a red disc at the centre, with 16 red rays coming from it.
While the flag has been used in Japan for centuries and continues to be visible in society, its links to the Japanese armed forces have made it controversial.
Newcastle United launched this video in collaboration with adidas Originals to introduce the club's new 25/26 Third jersey. #NewcastleUnited #nufc #adidasoriginals #adidas pic.twitter.com/2B9lEqillx
— Football Shirt Culture (@footballshirt) July 1, 2025
Newcastle removed the scene featuring the controversial flag from their kit launch video
South Korea have claimed the flag represents Japan's 'militaristic and imperial past', with China, North Korea, Singapore, Malaysia and Russia among those to associate it with the Second World War.
The Korean peninsula was occupied by Japan during the war, prior to their surrender in 1945, with their armed forces having been accused of atrocities.
South Korea had campaign to have the Rising Sun flag banned for the Tokyo 2020 Olympics, but organisers declined the request, claiming it was 'not considered to be a political statement'.
Newcastle, however, removed the initial launch video and apologised for the scene that could 'inadvertently cause offence'.
'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,' a Newcastle statement read.
'We've removed the scene from the film to make sure that as many fans as possible can enjoy it.'
The removal comes ahead of Newcastle embarking on a pre-season tour in Asia, with Eddie Howe's side playing matches in South Korea and Singapore.
Once a local, always a hero.
The new 25/26 Newcastle United third jersey, on-sale now 💙🧡
🗣️: @samfendermusic @adidasfootball pic.twitter.com/GOgZ1Xt8VN
— Newcastle United (@NUFC) July 1, 2025
Newcastle will face Arsenal at the Singapore National Stadium on July 27, with the match marking their first time back in the country since 1996.
The Magpies will then play an All-Star K League side and Tottenham on July 30 and August 3 in South Korea.
Newcastle ultimately shared an edited video to promote their blue and orange third kit, with the scene featuring the flag removed.
The launch video featured star forward Alexander Isak and club icon Tino Asprilla.
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