The relationship between a club and its fan base is sacred, an intricate dance of loyalty, identity, and commerce. Celtic Football Club, with its deep-rooted history and passionate supporters, has always understood this dynamic.

However, recent trends in merchandise releases, particularly in collaboration with Adidas, raise an important question: Is there a point where offering an abundance of club-themed products becomes too much for the fans?

The latest instance that brings this issue to light is the release of the new Adidas Gazelle Celtic shoes. Unlike previous launches, where stocks would vanish almost as soon as they appeared, these trainers are still readily available. It indicates a potential shift in consumer behaviour, possibly signalling a saturation point in the market for Celtic-themed merchandise.

This change is not occurring in a vacuum. The world is grappling with a cost-of-living crisis, impacting how fans allocate their discretionary spending. In such times, the continuous roll-out of new kits, training gear, and special edition products, can seem overwhelming. While the intention might be to offer variety and keep the merchandise fresh and exciting, it risks being perceived as a lack of sensitivity to the broader economic context affecting the fanbase.

Celtic, renowned for its community ethos and deep connection with its supporters, needs to be mindful of these perceptions. The club’s identity is anchored in more than just football; it’s a symbol of cultural pride and communal solidarity. This identity must be reflected not just on the pitch, but also in how the club interacts commercially with its supporters. There’s a delicate balance to be struck between celebrating the club’s heritage and success through merchandise, and not overwhelming or taking for granted the loyal fan base that has long supported the club through thick and thin.

The situation with the Gazelle shoes is perhaps a chance to take a breath. It’s an opportunity for Celtic and Adidas to reassess their strategy, ensuring that new releases are not just commercially driven but are also in tune with the realities and sentiments of what’s happening in the world of many of its supporters. This doesn’t mean halting the creativity and excitement that comes with new merchandise. Instead, it’s about finding a more sustainable and thoughtful approach that aligns with both the fans’ enthusiasm and their current economic realities.