Newcastle United have redesigned their famous black-and-white stripes by turning them into something that appears ready to be scanned at a supermarket checkout.

The club’s 2026/27 home shirt replaces its traditional equal-width stripes with a mixture of thick black sections and narrow pinstripes. Adidas officially describes the result as a “bold, disrupted stripe pattern”.

It has certainly disrupted something.

The shirt was repeatedly nominated when football supporters were asked to identify the worst kit of the new season, with its barcode-like appearance attracting considerably more attention than the turquoise trim or moisture-control technology.

One supporter suggested customers should receive money off Newcastle Brown Ale after scanning it. Others supplied “unexpected item in bagging area” and questioned whether the sponsor’s name could be detected by a barcode reader.

The comparison is particularly unfortunate because Newcastle have previously been nicknamed “the Barcodes” due to their traditional colours. That description once required a small amount of imagination.

The latest shirt features several different stripe widths running across the body and sleeves, creating the appearance of a product waiting for somebody to locate its price.

Newcastle called the design “future-thinking and progressive” when it was unveiled in June. After wearing conventional black-and-white stripes since 1894, the club evidently decided the concept required technological advancement.

Some supporters have defended the shirt for at least attempting something different, while the club’s navy away kit has received a warmer reception.

The home version has nevertheless ensured Newcastle begin the season with one of football’s most recognisable identities.

It can now potentially be recognised by a handheld scanner.