Celtic are subliminally rolling out new Adidas training gear on their social channels.
Subliminally in the sense that nothing has been announced, but the striking new gear has been dropped all over the club’s training footage over the last week.
With just a few months of the season to go, the kit is unlikely to be in use for long – Celtic’s jerseys for the 2026-27 season are already being leaked by reliable outlets.
So is this a further response to the ongoing Not Another Penny campaign?
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Celtic’s new Adidas training gear and the Not Another Penny campaign
The campaign was launched by the Celtic Fans Collective in mid-October, as tens of thousands of supporters began to mobilise against the club’s board.
The Collective has also overseen red card protests at the club’s AGM, in-stadium protests and matchday boycotts.
READ MORE: Martin O’Neill on ‘not liking’ himself in Celtic context and Roy Keane comparison
Not Another Penny is a financial boycott of all club merchandise, a key revenue maker for the Parkhead hierarchy, as well as in-stadium food and drink.
This is aimed at punishing Celtic for exploiting fan loyalty and failing to make ambitious investments in the playing squad, after a disastrous summer transfer window.
It worked, too, with the club’s most recent financial reports revealing that matchday revenue is down by £350,000 and merchandise revenue has been hit with a 15% decline.
In response, the Collective said that the campaign will continue until a ‘real change’ is made at the club.
Prior to this season, Celtic extended their manufacturing partnership with Adidas, which initially began in 2020.
The club have released three kits in every season since the beginning of the partnership, alongside a host of other memorabilia including so-called ‘fourth kits’, tracksuits, trainers and jackets.
Initially this season, Celtic released two separate lots of training gear: one for domestic football and another for UEFA competitions.
What did you make of the statement released by Celtic in regards to the protest? 🏟️
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What are the set objectives of the Celtic Fans Collective’s Not Another Penny Campaign?
In their statement following the beginning of the campaign, the CFC said: “For too long, the Celtic board has taken supporters for granted.
“They are responsible for repeated failures in Europe, an archaic transfer strategy, a collection of NEDs who have grossly out-stayed their welcome, inflated ticket prices and unfair distribution, a neglected stadium, a stale atmosphere, a non-existent fan engagement model, an underperforming academy, an underfunded Women’s team, and a pitch unfit for playing football the Celtic way.
“These are just some of the failures which expose an out-of-touch board and make a mockery of their claim to be ‘world class in everything we do.’
“Their contempt for supporters was laid bare in the recent insulting public statement of 6th September 2025, and confirmed again in last week’s well-documented meeting between the Club and the Collective.
“Our support for the team remains unequivocal. But our protest against the Celtic board and in particular Michael Nicholson, Chris McKay and Peter Lawwell continues – the “Not Another Penny” campaign is the next step in that effort.”
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