Celtic's Expanding Kit Range: Boggin or Business?

It's probably not for you

We had another new kit/training gear launch this week and if you have ever spent more than ten minutes online in the days following such a release, you will be familiar with the cycle. Celtic tweet a new design. Comments flood in. “It’s boggin.” “Money grab.” “That’s me done.” “Yet another one.” And while some people calmly say they like it, the loudest voices are always the angriest. But, and I say this with all the affection in the world, what are you all raging about?

Celtic, like every other major club, now has a growing range of kits, training tops, pre match gear, casual wear, and the odd pastel polo thrown in for good measure. The traditional home strip is joined each season by an away and third kit, and increasingly by refreshed training gear every few months. For many, particularly those of us of a certain vintage, it can feel like overkill. And I get it. When I was wee, there wasn’t any official merchandise. I vividly recall with wonder when my nighbour (who worked in Lumleys) came over to the house with the replica QPR strip. It was ‘silky’ and it was the real deal, not a knock off made by Gola, Bukta or some other in a box type.

The world has changed. Football has changed. And, critically, so have consumer expectations. Before official licensing agreements were formalised in the 1980s, many small sportswear companies and shop chains stores would create kits in the style of a club’s design, often without club crests or branding, simply using colour schemes. These were commonly found in shops like Woolworths or Littlewoods. The clubs made nothing. It was Admiral who were credited with commencing the official merchandise gravy train when they signed a 5-year deal with Leeds and then England in the 1970s. Now, 40+ years on and we have strips and gear pouring out of our ears.

The most common complaint seems to be “this is just about money.” Aye. It is. But then so is buying a season ticket. So is buying a pie at half time. So is buying the match programme or the commemorative flag after a cup final. Football has always been about money. The difference is that today we are much more aware of how that money flows and how clubs balance the books.

Let’s be honest. One of the loudest and most regular demands we hear from fans is for clubs to spend more on players. "Get the biscuiot tin away." "Back the manager." "Spend £10m on a striker." And whilst I appreciate and agree with the sentiment that we have £80m in the bank, that money does not grow on trees. It comes from broadcasting, ticket sales, and yes, commercial partnerships like the one Celtic has with Adidas. Every time Celtic or Adidas release a new top, they are giving fans a chance to contribute financially in a way that directly supports the team. You might not like the colour scheme, but that top might fund a new left back.

The thing that fascinates me is the anger. Not the criticism. Not the dislike of a particular top. But the sheer fury. As if Celtic have appeared in your living room with a sales assistant and a card machine. Ricky Gervais captured this perfectly in his sketch comparing anger at social media posts with people seeing a sign that says “Guitar lessons available” and instead of walking past, they scream “But I don’t want guitar lessons!” The new kit is not a mandatory purchase. You are allowed to walk past it.

Harvard Business Review has covered consumer behaviour in depth and one particularly useful idea is the “jobs to be done” framework. It suggests that people buy products to perform a specific “job” in their life – whether that be self expression, connection, identity, or nostalgia. That goes for football strips too. Some kits are aimed at kids who want to look like their heroes. Others are for younger adults wanting the streetwear vibe. Some are heritage themed for the older fans. It is not one size fits all. So if you see a strip and think “who would wear that?” the answer is probably “not you.” And that is fine.

Celtic’s fan base is massive and diverse. There are fans in their seventies and fans in their teens. Some live in the east end and some live in Tokyo. They all support the same team, but they want different things. A 13 year old in Coatbridge is not looking for the same vibe as a 40 year old in Canada. Celtic and Adidas are catering for both. That is good business. That is good strategy. And no one is holding a gun to anyone’s head.

There is always room for discussion about how often kits are changed and whether it puts pressure on families with young kids. That is a valid concern and one I share. Clubs could do more to space out some releases and maybe revisit a two season cycle for at least one of the strips. But that debate is not helped by grown men foaming at the mouth because a colour they dislike exists in the Adidas catalogue.

So the next time a new kit drops and you don’t like it, take a deep breath and ask yourself, “Was this meant for me?” If not, scroll on. It will be replaced soon enough. And who knows – the next one might just be your favourite ever.

Until then, save the anger for a referee decision or a VAR check. At least those are forced on you. The kit? That’s a choice.