Suddenly it all becomes clear. Mike Ashley didn’t remove all his clothes in a Chinese restaurant because he was drunk and lacking in inhibitions, he did it to get us thinking about Newcastle and underwear. And then – BAM! A Newcastle Utd lingerie range. He’s a frickin’ marketing genius.

Now that KCKRS has become an instrument of Ashley’s cynical viral campaign and you’ve been sucked in, fulfill all your lingerie-buying needs at the Newcastle Utd club shop.