Newcastle's partnership with the sportswear giant is being viewed as a chance to press reset on a retail operation lagging behind their rivals
Newcastle's partnership with the sportswear giant is being viewed as a chance to press reset on a retail operation lagging behind their rivalsBuglass, a diehard Newcastle fan who has 30 years of experience working with some of the biggest kit brands, was called in to advise Adidas on designs ahead of a 7 June launch that is eagerly anticipated – both on Tyneside and at the brand’s HQ in London.to be prepared for something “iconic” to usher in Adidas’ Newcastle comeback.
A total refit of the club shop – to the extent that a temporary structure is being erected while the main building undergoes a six figure overhaul – is the most visible part of what promises to be a transformative summer but there is a genuine buzz about the Adidas merchandise that will be on the racks and in the online store.A key part of that is recreating what they’ve done with Arsenal, tapping into themes that will appeal specifically to Newcastle fans.
Buglass remembers presenting what turned out to be the Invincibles season kits to former Arsenal owner David Dein and originally proposing a grey change strip.‘He was shouting ‘We’re not grey, we’re a sunshine club, get that out!’ Thankfully I had the yellow as a back up and he said ‘Yes, that’s the one’ so that’s how that happened.”
Jeffery is a unique position to break down the business of kits, offering insight into the priorities that Norwich have when it comes to going to tender. “We went with Joma and it’s been such a positive relationship. We’ve ordered way more shirts than they thought we would and made significant profit on those – so we decided last year to extend the deal early.”
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