Sam Allardyce led his new side to their first victory of the season extending their winning run against the Toon Army to a record six.
Never before has a side strung together half a dozen successive wins in the Tyne-Wear derby and Sunderland spied a chance to cash in on the streak with a special edition collection.
Including scarves, mugs and t-shirts with the message 'The Geordie Slayers', the range has been branded 'cringeworthy' and 'embarrassing' by fans of the Black Cats.
Some supporters have called for the items to be removed completely from the club store, while others declared the on-field success over Newcastle now 'in vain' in light of the club's new stock.