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Adidas block Newcastle owner Ashley from selling Chelsea kits in his stores

Adidas have stopped retailer Sports Direct from selling Chelsea replica kits.

The Daily Mail says the news, which has caused a major rift with the UK's biggest sportswear retailer, Newcastle United owner Mike Ashley's Sports Direct after banning the retailer from selling the club's replica football kit next season, comes as Sports Direct chief executive Dave Forsey refused to defend his company's decision to employ 90 per cent of its staff on controversial zero-hours contracts.

Forsey said adidas's decision to only sell the kits elsewhere - thought to be the Chelsea shop at its stadium and adidas stores - was "impossible to understand".

He added: "We don't believe with our football heritage that customers would be happy. We are still voicing our concerns to Adidas and Chelsea, telling them they are potentially alienating their supporters."

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