SPORTS firm Adidas yesterday denied acting provocatively by advertising the new Newcastle United strip only a few hundred yards from the home of arch rivals Sunderland.
Disgruntled fans attacked the billboard and daubed its black and white stripes with red paint to transform them into the colours of the Wearside club.
Anti-Newcastle United slogans were also painted on the hoarding on the Wearmouth Bridge, in Sunderland city centre, close to the Stadium of Light.
The rivalry between the clubs has spilled over into violence in recent years, and a huge police presence was put in place to prevent clashes at the derby game last month, which Sunderland lost 1-0.
An Adidas spokesman said: "The advertising campaign to launch the new Newcastle United shirt is currently being run throughout the North-East.
"As with any billboard advertising campaign, locations are booked on a region by region basis and the poster site came as part of a Tyne-Tees package.
"The campaign is planned to run until May 15."
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