The upcoming Adidas kits for Newcastle United are set to be revealed next year, and ChronicleLive recently interviewed Craig Buglass, a designer with insights into the plans. Buglass, a lifelong supporter of the club, has had the privilege of viewing the designs but is bound by non-disclosure agreements, making it a challenging secret for him to keep.
While Buglass never had the opportunity to design a shirt for Newcastle during his tenure with Nike and Puma, his agency, Spark, is closely associated with the Adidas family. They have been actively involved in consulting on the kits, providing Buglass a unique perspective into the creative process.
According to Buglass, who has seen the kits, fans are in for a treat. Drawing parallels with Adidas’ work with clubs like Arsenal and Manchester United, he anticipates that the new Newcastle United kits will surpass the memorable designs of the ’90s. The plans in place for the team are described as “amazing,” and the overall collaboration with Adidas is expected to bring tremendous excitement.
The reunion between Newcastle and Adidas was officially announced in September, but the behind-the-scenes work had been ongoing for a considerable period. Buglass, in a recent project, dedicated substantial time to researching and conceptualizing kit designs. He engaged in discussions with former players, such as Lee Clark and Steve Watson, as well as various supporters and stakeholders. The resulting kits include a home shirt with traditional black and white stripes, a revamped burgundy and blue away kit, and a striking 1970s-style green and yellow pinstripe third strip.
Reflecting on his extensive career, Buglass, who started in sportswear with Puma in 1998, has a rich history of designing kits for renowned teams like Lazio, England, Barcelona, Manchester United, and even Sunderland. His experience includes working with Nike during a period of significant innovation, marked by vibrant designs and the creation of historic kits for Brazil’s World Cup victory.
Buglass, now the co-founder of the Spark Design Academy, shares his expertise and passion for design with students. His collaboration with business partner Rob Warner, who designed a World Cup-winning kit for Italy in 2006, has provided valuable insights to aspiring designers. Buglass acknowledges feeling blessed to be part of an industry that has given him so much joy and fulfillment.