Celtic fans are venting frustration over the £75 Adidas 2025/26 away kit as transfer spending stalls despite record club finances.
Celtic Away Kit 2025/26
Celtic’s latest kit drop has triggered widespread anger among the club’s supporters, who are increasingly frustrated at the club’s priorities this summer.
The unveiling of the 2025/26 away kit – the sixth merchandise launch since May – has ignited criticism among the fanbase, particularly while the club remains passive in the transfer market.
With a base price of £75 and a full kit retailing at an eye-watering £185, fans have taken to social media en masse to slam what they see as tone-deaf timing from the Celtic board.
The club’s financial health is stronger than ever, with around £80 million reportedly in the bank, yet transfer investment has been minimal.
away never meant alone 💚
the Celtic FC 25/26 away jersey is available 24.07.@adidasfootball
— Celtic Football Club (@CelticFC) July 15, 2025
Celtic Transfers 25/26
So far, the club’s summer signings have hardly made headlines. Here’s a full rundown of Celtic’s 2025 summer transfer spend so far:
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Kieran Tierney – Arsenal – Free
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Isaac English – Greenock Morton – £50,000
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Ross Doohan – Aberdeen – Free
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Benjamin Nygren – FC Nordsjælland – £1.3 million
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Callum Osmand – Fulham – Development fee
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Hayato Inamura – Albirex Niigata – £250,000
Celtic Kit Release: Fan Reactions
Celtic supporters wasted no time roasting the launch across social platforms.
Comments ranged from the sarcastic: “I’ll monitor this top, show interest, but not buy”, to more pointed digs at the club’s financial management.
One fan fumed, “Absolutely no shame. Peddling shirt after shirt and sitting on the money, making sure the big shareholder bonus is paid.”
Another added, “Announce a new signing, and we’ll consider buying it!”
Celtic using Larsson to promote the new away kit pic.twitter.com/W5p2Zy46SL
— C (@_CM_67_) July 15, 2025
Henrik Larsson Stars in Celtic Kit Promo
In a bid to soften the blow, Celtic rolled out a nostalgic promo video featuring club legend Henrik Larsson, alongside Charlie Mulgrew, John Collins and other familiar faces.
But even the King of Kings may not be enough to offset fan frustration.
This launch follows other recent Adidas releases, including the controversial Celtic third kit, which was widely panned by supporters.
Comments ranged from “It’s like the printer ran out of ink” to “It looks inside out.”
You can read more about that backlash in our full breakdown of Celtic fans letting rip on social media over the new third kit.
everywhere we go 💚
the new Celtic 25/26 away jersey, available 24.07 @adidasfootball
— Celtic Football Club (@CelticFC) July 15, 2025
Will the Celtic Kit Backlash Affect Adidas Sales?
That remains to be seen. The relationship between the board and fans feels increasingly strained, and patience is wearing thin.
What is for sure is that Celtic’s long-term Adidas deal is generating huge revenue for the board, with a ten-year agreement seeing the club take a bigger cut of merchandise profits.
The home kit, also priced at £75, has sold well. Still, supporters clearly want to see those profits reinvested into the squad.
With the new SPL campaign just weeks away, the pressure is mounting on the Parkhead hierarchy, with fans expecting reinforcements.
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