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The chart-topping Geordie rocker has signed a high-profile deal with the iconic sports brand, tying in perfectly with his upcoming People Watching tour and solidifying his place as one of the UK’s most in-demand stars.
According to insiders quoted by The Sun, the Seventeen Going Under singer was spotted filming promotional material outside St James’ Park, home of his beloved Newcastle United, just yesterday. The scenes, which reportedly also featured members of the Newcastle team, are set to form part of a larger video campaign for Adidas.
It’s a big win for both parties, Fender has long worn his North East roots on his sleeve, and Adidas has strong historical ties to both British music and football culture. The collaboration promises to capture that energy, style, and authenticity.
He now joins the ranks of fellow Adidas collaborators Noel and Liam Gallagher, who have also filmed their own campaign with the brand, which will feature as part of the visuals on their much-anticipated reunion tour. With all three acts known for their working-class grit, indie credentials, and loyal followings, the Adidas campaign looks set to hit all the right notes with music fans and footie lovers alike.
Sam Fender is currently riding high after completing the European leg of his tour and is now taking a short break before launching into the UK stadium dates later this summer. With performances lined up in massive venues across the country, fans are in for a huge run of shows, and now, a slick new look to go with them.
While neither Fender nor Adidas has officially announced the campaign details yet, fans should keep their eyes peeled, the videos are expected to be shown inside football stadiums during upcoming matches and events, blending Fender’s passion for music and football in one stylish package.
Whether on stage or on screen, Sam Fender continues to cement his place as a modern British icon, guitar in one hand, Adidas tracksuit in the other.
