Celtic’s latest kit launch has once again shown the club at its absolute best commercially. The problem is that many supporters still believe the same energy, urgency, and professionalism disappears when meaningful dialogue with fans is required.
The club’s latest Adidas home kit launch has been polished, emotional, and relentless across social media. From the visual presentation to the Lisbon Lions messaging, Celtic clearly understand exactly how to connect with supporters when there is a product to sell.
Celtic’s commercial machine remains incredibly effective
There is no point pretending otherwise. Celtic’s commercial operation is one of the strongest parts of the football club.
The club posted record commercial figures in recent financial reporting, while merchandise revenue continues to grow at an impressive rate.
The Adidas partnership has become a major success story for Celtic. Every major launch now feels carefully designed to maximise supporter emotion, nostalgia, and online engagement.
This latest campaign centred heavily around the Lisbon Lions anniversary. Celtic know exactly what matters emotionally to supporters and they know how to package it.
The club’s social media campaign has been aggressive, highly coordinated, and impossible to miss.
What are we making of Celtic’s home kit for 2026/27?
Celtic’s commercial success cannot hide supporter frustration
Celtic’s latest kit campaign proves the club knows exactly how to connect with supporters when there is something to sell.
The social media rollout has been polished, emotional, and relentless. Six tweets in just over 12 hours from pre-promotion to launch felt aggressive and excessive considering the lack of effort the board often makes to communicate with supporters more broadly.
That is why frustration around board communication continues to resonate with parts of the support.
Many fans are not questioning Celtic’s ability to engage. They are questioning why that same energy often feels absent when discussions move towards transparency, accountability, or supporter concerns.
Recent criticism surrounding fan engagement plans, protests, AGM backlash, and renewal campaigns all point towards a disconnect that has not disappeared.
The new shirt will almost certainly sell well because Celtic supporters have always backed the club financially and emotionally.
But successful marketing campaigns do not automatically repair trust. If anything, the quality of these launches only increases expectations elsewhere.
Celtic have shown they know exactly how to reach supporters when they want something from them. Many fans simply want that relationship to feel less one-sided.
Receive a digest of our best Celtic content each week direct to your mailbox
