OPINION: Why Newcastle United’s new leaked kit is bringing to life an old insult
Daniel Wales launches a scathing review of what is expected to be Newcastle United’s home shirt for the 2026/2027 season.
For those not fond of Newcastle United, the less-than-affectionate nickname ‘barcodes’ has long been thrown at those adorning the famous black and white stripes of the club, whether that be players or supporters. It has largely been ignored by those associated with the Magpies because firstly, the stripes on Newcastle home shirts have never really resembled the inconsistent stripes found on packaging (1990 to 1993 aside), and secondly, Geordies have never let such a pre-school remark cut deep.
In 2026 however, the description may finally, and unfortunately, have some accuracy to it, if leaked photos of Newcastle’s 2026/2027 home shirt are to be believed. Given the prestige of those reporting the images, they would appear to be genuine, which for Newcastle United, would be an absolute travesty. Not only does the mix of thick and thin stripes draw resemblance to actual barcodes, the design in its entirety looks like a dreadfully amateurish attempt at doing something radical with stripes. If Adidas wanted something bold and fresh, there were are many other ways of designing black and white stripes, demonstrated by fan mock-ups of kit designs, that would have at least been respectable.
In truth though, the idea of radical is not what was required, nor has it ever been. Such is the historic nature of Newcastle’s black and white identity, that classy, uniform stripes, slightly varied each season would please the vast majority of supporters. Trying to reinvent the stripe is like trying to reinvent the wheel. Take for example, some of Juventus’ home kits in recent years, all designed by Adidas. Simply horrific. What was wrong with having bold stripes that proudly showcased the heritage of a club?
Admittedly, next year Adidas are reportedly returning Juventus to a more classic design after years of tacky and rancid home kits. Why though, do they have to start messing around with Newcastle’s famous stripes? If it wasn’t for Adidas’ massively successful retro merchandise ranges released in collaboration with the club, then more supporters would be calling them out. You would think that given Adidas have been happy to look back on bygone eras with such fondness, that they would take a bit of inspiration from the shirts that were so popular back then when designing in the present.
It must be said that last season’s Newcastle home shirt was good, and will now be remembered forever as being the kit that the Magpies wore to end their long trophy drought. Even this season’s home shirt is relatively decent, but it certainly is not controversial to say that both were not as aesthetically pleasing as the final two kits made by Castore, the previous kit suppliers of the club. Their efforts in 2022/2023 and 2023/2024 were both simple and yet hugely effective. Both featured stripes of appropriate thickness, allowing for a good number of them to appear on both the front and back. They represented the club well, and highlighted what Newcastle United should look like.
Now I know what you might be thinking at this point. Yes, Castore had some reported issues with quality when their shirts were purchased by supporters, as well as their home kit for Newcastle in 2021/2022 not being brilliant (mostly because of the very noticeable, and most likely unintended ‘number 4’), but I do believe that their two following home designs more than made up for that, and that they should be cut more slack given how they compare in terms of size to an industry giant like Adidas. If anything, it actually shows that Adidas, given all of its history of great football kits and the money it will undoubtedly pump into design, should know better.
This issue is especially prudent given that Newcastle United are constantly looking at ways to increase their revenue. CEO David Hopkinson has made very clear in recent interviews that bringing more money into the club will go hand-in-hand with success on the pitch. Shirt sales will always be a reliable source of income for Newcastle. Geordies love their club and love wearing its kits. However, I am fairly convinced that there will not be the usual eagerness from some to get their hands on it when released.
Of course, many will still buy it. Geordies are loyal to their club and will want to be wearing the latest merchandise come the start of next season, but a significant part of me thinks that it will not be terribly well received. Its design, as I have stated above, is very poor, but perhaps more worryingly, the fact that such an effort is said to be liked by the club is a sad reflection of modern football. Instead of promoting the history and heritage of the club by having a smart and classy design that loyal supporters will adore, they are happy with one that does the exact opposite. One that will stir up discussion and create clicks online, and be bought perhaps as a souvenir by those on a one-off visit to the club. Yes, those factors will likely help with increasing club revenue, but surely that could also be done with a kit that the club and its supporters could be proud of?
The reality is that not much can be done at this point, given the fact that the kit will have already had its rubber stamp approval. It is just a shame that Adidas believe that this type of thing is in some way wanted or desired by supporters of a club like Newcastle United, and that the club themselves are happy to accept it. This new home kit is black and white, but it looks, as rival supporters have long proclaimed, like a barcode.