Newcastle United have announced their new multi-year partnership deal with sportswear brand Castore.
The British luxury sportswear brand, founded by brothers Tom and Phil Beahon, will replace Puma as the Magpies' kit suppliers from the 2021-22 campaign onwards.
New 'bespoke' designs for next season's kits will be revealed in the coming weeks while the north east club have confirmed that Castore will be opening additional retail stores in the city centre in what is being described as a 'new start' for the Premier League side.
Following Friday's announcement, Magpies chief Lee Charnley was delighted to finally announce the deal, which has been in the works since last year.
'Castore has already built a reputation as an aspirational brand in a highly competitive sportswear market and we feel they are a great partner for the club,' Charnley told the club's official website.
'We welcome them to Newcastle United and look forward to developing a mutually beneficial relationship.'
Tom Beahon, co-founder of Castore, added: 'I am thrilled to be partnering with one of the most historic and famous clubs in English football.
'Newcastle has a huge and deeply passionate fan base, and we look forward to giving the Toon Army something else to get excited about next season.
'We believe the partnership signals not only a new shirt for the new season but also a new start, a new better for this iconic club.'
The emerging UK sportswear brand made their first foray into the sport after they struck a £25million multi-year deal with Scottish champions Rangers last year.
Rangers have had long-running court battles with former shareholder and current Newcastle owner, Mike Ashley, over a merchandising contract with Sports Direct.
The legal dispute led to Rangers fans boycotting the kits in an attempt to get Ashley out of the club.
Shortly after Castore agreed to supply kits for Rangers, Beahon was forced to dismiss internet speculation that Ashley's Fraser's Group were one of the investors bank-rolling their move into football.
Beahon told Sportsmail in May last year: 'We have investors who like to remain private. Our biggest investor is one of the wealthiest families in the UK.
'For the record, it's not Mike Ashley despite some of the things I've read online in the last couple of weeks.
'Our investors are backing Castore to go and achieve the vision we have to go and build a truly global brand.
'In order to do that we knew that our first football partnership would be with one of the most global, historic, high profile clubs in the world.'
The two Beahon brothers established online luxury brand Castore five years ago and are now planning to make their move into other major leagues and sports after agreeing to supply Wolverhampton Wanderers kits back in May.
With Andy Murray already a brand ambassador, they have also enjoyed collaborations with Owen Farrell, Adam Peaty and have partnered up with McLaren's Formula One team.