Celtic fans really aren’t in the mood for another cash request from club partners Adidas.
With one signing made to the squad that finished last season supporters are growing increasingly anxious as the new season approaches.
While Michael Nicholson toils to complete transfer deals Celtic and Adidas is a prolific partnership.
Every 7-10 days some sort of merch is released to be consumed by the #celticfamily.
Two years ago anything and everything was being welcomed with ‘take my money’ the most common reaction.
Not now.
CELTIC FANS LOSE THE LOVE FOR ADIDAS
With Nicholson losing control of his managed decline almost everything from Adidas is met with a high level of hostility.
It really is an incredible u-turn to have soured the relationship that Celtic fans had with the iconic sports brand.
Shove it up yer fucking arse pic.twitter.com/dow3lcB00p
— Ronan ? (@Ronan__CFC) July 13, 2026
Not every Celtic announcement is shared on X/Twitter which is viewed overall as the most hostile and aggressive of social media platforms.
Presumably the Adidas contract requires the club to use X/Twitter for every new release.
There is a fine line to be aware of with any commercial activities.
The Adidas/Celtic announcements probably aren’t excessive compared with other clubs but Celtic almost seem afraid of social media.
The contempt shown for fans by those running the club makes goodwill very difficult.
Brian Wilson’s monthly Supporters Update promises much and delivers absolutely nothing.
There is no improvement in any area of the club. In April Wilson was faking enthusiasm for the newly created post of Fan Engagement Officer.
That post remains unfilled, whoever takes it on can expect day one to consist of a barrage of complaints.
And so it goes on.
Today’s Adidas release comes on the back of Monday’s news that tickets for the match against Middlesbrough are now on General Sale.
Less than 10,000 home fans on Saturday might just send a message to the club that the cash cow does have a limit.
— 2 Celts and a Pint (@gerrelarry) July 13, 2026
Aye, we know.
Now sign some players. pic.twitter.com/b9e78FDeai
— ?? ? (@p_bov1) July 13, 2026
Why have we transformed from a football club to a fast fashion outlet? At this rate, the superstore will have to replace the stadium. Buy some players!!!!
— Aidan O’Reilly (@aidan18882003) July 13, 2026
The season ticket holders have given carte blanch to the odious Desmond and his malignant cabal of corporate greed and austerity fc and now the unbelievable is about to happen the board might get a huge kick in the assets , Stop giving them your money or you are complicit in the destruction of our club
NOTANOTHERPENNY .
It’s not too difficult to understand. This is corporate negligence and internal sabotage on a grand scale. Get the fraud squad in to look at the books.
Would be interesting to know if the number of merchandise releases from Adidas
has actually dropped – when compared to last year?
No point in churning out frequent, new releases if you’re simply adding to your stock / unsold levels?
Whilst our Board can treat the Customers with contempt,
a successful, global brand like Adidas will be acutely aware of how the Celtic Board’s behaviour
is harming sales – and the club’s bonuses as well…
We can’t take it no more, the staff are the wrong fit
What suits Adidas, doesn’t suit the Celtic customer any longer, the pattern needs to change it’s wearing thin. There is a new trend, yesterday’s look is cheap and nasty, a high-quality upmarket wide range collection of styles is now demanded. The bargain bin purchases just won’t do. Remember, the customer is always right!