GLASGOW, SCOTLAND - MAY 17: Celtic Chairman Peter Lawwell, Majority Shareholder Dermot Desmond, and Chief Executive Officer Michael Nicholson (L-R) during a William Hill Premiership match between Celtic and St Mirren at Celtic Park, on May 17, 2025, in Glasgow, Scotland. (Photo by Alan Harvey/SNS Group via Getty Images)
A year ago it would have been unthinkable- buy a current season Celtic shirt for £20!
Last summer the mainly dark green with horizontal lime pinstripes was selling at £75.
At that time Adidas barely had to push their Celtic kit.
For some reason Celtic fans have had an incredible attachment to the famous three stripes.
Anything could be sold. Celtic knew it, Adidas knew it.
Over the course of a year there would almost be monthly launches. Three strips, an Irish themed one in March never to be worn and whatever else they can up with.
CELTIC ARROGANCE KILLS THE GOLDEN GOOSE
Incredibly Celtic’s executive team managed to kill off that golden goose.
They sickened fans into voting with their wallets.
When performances hit a downturn retail sales will take a slight hit.
The Celtic Fans Collective created Not Another Penny.
It formulated the feelings of many supporters. They had a campaign to get behind, the results have been spectacular, as shown by the screenshot below.
Inspired by iconic 90s kits, the Celtic Men’s 2025/26 Away Shirt is a sleek take on a classic. Horizontal neon green pinstripes pop out of the black base, creating a modern, vibrant look. The embroidered badge and performance logo are also in neon green, and the AEROREADY technology keeps you comfortable.
Celtic fans are seeing through the spin, the exploitation.
At £75 the shirt is seriously overpriced. A 50% sale at this time of year would see the excess stock cleared off the shelves.
Selling at £20 it is unlikely that there is any profit margin. It is at that price for a reason. The warehouses must be heaving with them.
By Christmas time Not Another Penny was in full flow.
Highlighting their contempt for supporters the club appointed Wilfried Nancy as manager.
The upbeat Christmas advert tugging at the heart-strings was ditched.
And even at £20 Celtic fans aren’t buying. There is nothing that you’d want to remind yourself of the 25/26 season.
With volumes crashing Celtic won’t be getting any bonus payment from Adidas. Trading in the shops across Scotland is light. The regular buyers are no longer handing over their cash.
And with Michael Nicholson as CEO nothing is changing anytime soon as the boardroom contempt is properly addressed by the fan/customers.
NOTE: At a meeting with the Collective on February 18 Brian Wilson promised a follow up meeting within a month. The Collective are still waiting.
Unbelievable that it was our own board that caused all of this
At what point will MN and the other suits realise the financial impact from NAP is directly down to their continued presence and decide to step down for the club they profess to love so dearly?
Last week I happened to be passing the Celtic store on Queen Street.
To be nosey, I popped in to see how busy it was for a Friday afternoon:
2 people and nobody at the checkout.
And it is a bit galling / brazen that a CURRENT top can be priced down to £20.
Next time you pass by , drop in and ask if you could “ loan “ a few shirts for a year , at £5 a pop .
Corporate greed Desmond and his cabal have filled the squad with loan players free transfers anything but spend our hard earned cash as we the fans wanted, this shouts absolute contempt for our aspirations, but fills their aspirations, stop giving them your money
I love my retro tops but i will not buy anything from this mob. Been supporting the hoops for a long time, my first cup final was Billy McNeill’s last game for Celtic.
Starting to hurt them (The Scummy Suits) – He he, he he, he he, he he !