Newcastle chief speaks out after ‘incredible’ stadium upgrade as Adidas give big PSR ‘jump’ to the club with a new fan shop
Premier League Museum Admin 
Newcastle United
Newcastle United’s new flagship club shop at St James’ Park is set to open on Wednesday, just in time for the Magpies’ significant Carabao Cup match against Chelsea. The club, in collaboration with partners Adidas, has revamped the store located at the Gallowgate End. They aim to offer what they describe as a ‘best-in-class retail experience’. The transformed shop boasts an improved layout, more till points, an ‘experiential zone’ featuring a 10-metre steel replica of the Tyne Bridge and a massive 8K LED screen, a kit customisation area, and it houses the largest assortment of kit and official product lines available. The transformation of the shop is remarkable.
Newcastle United club said “Alongside our partners, Adidas, we have invested significantly into the store, and we are delighted to present our supporters with, what we believe, will be a world-class retail experience. We would like to put on record our sincere appreciation for all the support provided to us by Adidas alongside the many other contributors and contractors who supported the project. We have focused on enhancing every aspect of the store, from recognising our history and heritage in the design, through to creating an immersive digital experience, whilst striving to deliver exceptional service, even on busy match days. The store will also feature the club’s own-brand products and other lines of clothing, and accessories, from the likes of New Era and Taylor Made.”
CEO Darren Eales previously emphasized the importance of the Adidas partnership, noting, “The Adidas partnership represented a ‘big jump for us as we can control our own retail and merchandise, which hasn’t been the case before’.”
The new shop will initially open to The Mags+ members from 2pm to 4pm on Wednesday before welcoming all supporters from 4pm onwards. The club’s temporary outlet on Strawberry Place will be closed on Monday and Tuesday as all retail operations are transitioned to the new store.
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