Nervous Celtic Board Brace For Friday Release

Celtic FC and Adidas are preparing for another major merchandise launch this Friday morning, but this one could reveal far more than just fashion trends among the support.

At 9am on Friday, October 17, the Adidas SPZL F.C. x Celtic FC capsule collection goes live, available through the Celtic Superstore and online. It is the latest in a series of slick collaborations between the Hoops and the German sportswear giant, but the timing could hardly be more significant.

Fan frustration is at an all-time high. After a summer transfer window that failed to inspire, a disastrous Champions League play-off defeat to Kairat Almaty, and a shambolic fan meeting that left more questions than answers, many supporters feel more detached than ever from the decision-makers at Celtic Park.

For years, these Adidas drops have been eagerly anticipated by the Celtic support, symbols of the club’s heritage and global stature. But this latest one lands in a very different atmosphere. Where previous launches saw excitement build, this one might just expose the scale of fan disillusionment.

A Barometer for Celtic Fan Sentiment

This week’s release represents roughly the sixth or seventh major merchandise campaign since pre-season, from home and away kits to special-edition drops. On paper, the SPZL range should be another sell-out, with its clean, retro-inspired designs appealing to the Celtic support.

But supporters are restless. Talk of an official merchandise boycott has started to surface online, with organised protests against the board reportedly being planned in the coming weeks. Some fans have openly discussed “voting with their wallets,” choosing not to buy new releases as a show of frustration with the club’s hierarchy.

For Adidas, who have helped cement Celtic’s status as one of the best-dressed clubs in Europe, this could prove an unexpected stress test. If sales lag, it will not just be a merchandising issue. It will be a reflection of trust eroding between the board and the fanbase.

Celtic FC x Adidas

Perhaps aware of the tension, Celtic have added a sweetener to the SPZL launch. The first 50 online orders and first 50 in-store purchases will come with a limited-edition SPZL gift, an incentive clearly designed to spark an early rush. It is a small gesture, but a telling one.

That offer may hint at concern within the club about slower-than-usual uptake. In the past, anything bearing the Celtic badge and Adidas logo needed no gimmicks to shift. This time, the real story might be in how many fans choose not to buy.

The SPZL collection itself continues Adidas’ focus on lifestyle gear, sharp, street-ready apparel inspired by classic football culture. Normally, it is a guaranteed success story for the club and the brand. But this Friday, the launch will double as a quiet referendum on faith in the Celtic FC board.

As the doors open at Celtic stores and the online carts fill, or do not, the club will get a clear sense of where the supporters stand. Celtic fans are a passionate support who do not like being taken for granted. While we won’t get figures or stats on the sale of this adidas merchandise, the way the Celtic board acts in the coming weeks and months could depend on how well this stuff sells.

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