Sam Fender Unites Geordies in New Adidas Newcastle Ad

British rock star Sam Fender was just featured in a new Adidas video commercial promoting a football jersey.

The lead line in the commercial is actually quite powerful: “Once a local, always a hero,” reinforced by “Once a Geordie, always a Geordie.”

Fender is proud of his roots and the kind of legacy he’s building for his hometown. His recent concert at St. James’ Park reportedly gave a £16.5 million boost to the local economy, according to regional media. Around 150,000 fans travelled from near and far to see their local hero.