Global fashion and culture retailer END. has announced a landmark partnership with the Mercury Prize, marking the first time in the award’s 33-year history that the ceremony will be held outside London.
The 2025 event will take place in Newcastle upon Tyne, END.’s home city, in collaboration with adidas Originals. It follows a brief hiatus in 2024 after the award’s previous sponsor withdrew, signalling a new era for the Mercury Prize rooted in regional pride, cultural discovery, and creative collaboration.
Founded in Newcastle in 2005, END. has evolved from a local boutique into a global hub for fashion, music, and contemporary culture. The partnership marks a symbolic return to its roots, bringing one of the UK’s most influential music events to the city where the brand began.
In the lead-up to the ceremony, END. and adidas Originals have launched a series of activations celebrating the intersection of sound, style, and identity. These include a Mercury Prize installation at END.’s Grey Street flagship and a programme of community events exploring music’s power to connect people.
The celebrations will culminate at Newcastle’s Utilita Arena, where END. x adidas will host the only on-site brand activation, inviting the 8,000 attendees to participate in “Your Superstar,” a live voting experience for Album of the Year. Fans will also have the chance to win adidas Superstars and END. gift vouchers, while influencer Morf will capture behind-the-scenes content for END.’s social channels.
Stay tuned for the awards ceremony taking place 16th Otober.
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