Celtic are set to launch another Adidas merchandise campaign at 8am this morning, but the timing could hardly be worse.
Supporters are once again being asked to buy into the latest club release while major football matters remain unresolved behind the scenes.
As things stand, Celtic have no confirmed first-team arrivals this summer. At the same time, uncertainty continues around Martin O’Neill’s preferred coaching staff and Gavin Strachan is expected to leave the club.
The problem is that Celtic’s commercial operation, led by another high-profile Adidas launch, currently appears far more organised than the football side of the club.
Celtic want more money from fans as backroom chaos continues.
Thoughts on the kit and what message would you send to the board? 👇
Celtic unveil new Adidas 2026/27 third kit
Celtic have unveiled their new 2026/27 third kit, a shirt designed to commemorate the 60th anniversary of the Lisbon Lions’ historic European Cup triumph.
Inspired by the iconic entrance tiles at Lisbon’s Estádio Nacional, the off-white strip features green detailing, adidas’ Climacool technology and a special anniversary club crest, paying tribute to one of the greatest moments in Celtic’s history.
Celtic’s football priorities are becoming harder to defend
Celtic have still not made a first-team signing this summer, while uncertainty continues to surround Martin O’Neill’s coaching staff.
Shaun Maloney and Mark Fotheringham remain in negotiations despite O’Neill making it clear he wanted continuity behind the scenes. Reports that both Celtic coaches were offered reduced terms have only added to the frustration.
Whether agreements are eventually reached almost misses the point. Celtic should never have allowed the futures of two trusted members of a successful coaching team to become a public controversy in the first place.
At the same time, Strachan’s expected departure leaves further uncertainty around O’Neill’s backroom structure heading into pre-season.
No supporter expects Celtic to stop selling shirts. They do, however, expect the same urgency to be shown on the football side of the club.
That is why this latest campaign feels awkward. While the commercial department rolls out another polished launch, Celtic are still waiting for their first signing, still trying to resolve the futures of key coaches and still facing questions over the shape of O’Neill’s staff.
Until those issues are addressed, every new product launch risks reminding supporters that Celtic’s commercial department currently appears to be moving faster than its football operation.
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