adidas x Celtic FC
Celtic announce adidas as official kit provider
Since July 1st, 2020, adidas has proudly served as the official kit provider for Celtic FC. To support the launch of this exciting five-year partnership, D4R was thrilled to be entrusted with the design, project management, and implementation of two key Celtic FC store refits: The Celtic Store on Argyle Street in Glasgow City Centre, and the flagship Celtic Superstore at Celtic Park Stadium – the iconic home of Celtic FC.
Idea
adidas is committed to introducing cohesive ‘adidas x Celtic FC’ identity across the entire Celtic FC retail estate. As a key part of this initiative, D4R was entrusted with the complete design and refit of the club’s two flagship stores, prioritised as the foundation for this collaborative retail identity. This unified branding approach will also extend into selected JD Sports locations, with Design4Retail leading the rollout and ensuring consistent execution across all sites.
Insight
Following the successful delivery of an in-depth 2D and 3D creative pitch, including a full tender exercise, D4R was awarded this comprehensive turnkey project, engaging every department across the business. As we refined our design concepts, we collaborated closely with the Club’s DNA to craft a creative direction that seamlessly blended the identities of adidas and Celtic FC, while capturing the energy and passion of the Celtic fanbase.
Operating with a retail system provided by adidas, we served as principal designers, overseeing all site works from start to finish. This included a full strip-out of the existing store interiors, followed by the implementation of new flooring, lighting, structural modifications, decoration, third-party retail hardware systems, exterior façades, bespoke fixtures, fittings, signature features, and all graphic applications.
Realisation
With the critical requirement that both stores could not close simultaneously—and that neither store could be closed for more than a week—it was essential to approach the project with meticulous planning. We carefully scheduled contractors and phased resources between locations to ensure seamless execution within the tight timeframe.
In parallel, we developed brand messaging and a unified tone of voice that would embody and celebrate the ‘adidas x Celtic FC’ collaboration. A key creative consideration was the integration of Celtic’s iconic green into the material and colour palette—not only as a nod to the club’s heritage, but also to inject a sense of theatre and create striking visual focal points in-store.
Upon completion, it was clear that the cohesive branding and retail identity not only powerfully represent this emblematic partnership, but also honour the club’s rich legacy—evoking immersive storytelling and fostering deeper fan engagement.
A midnight launch
August 6th, 2020 marked an exciting milestone for Celtic players and fans alike, as anticipation built for the midnight re-opening of the flagship Superstore at Celtic Park—celebrating the official launch of the club’s five-year kit partnership with adidas.
Earlier that day, the store was unveiled exclusively to the press by Celtic player Christopher Jullien. By midnight, the event had drawn loyal fans from near and far, eager to be among the first to experience the newly transformed retail space and show their support for this iconic collaboration.
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