Noel Whelan has heaped praise on the marketing team at Parkhead after Celtic announced record breaking club sales for their training wear.
The former Aberdeen and Leeds United striker, speaking exclusively to Football Insider correspondent Dylan Childs, called the decision to partner with Adidas “very clever”.
Earlier this month the Hoops confirmed that the German sportswear brand would become the club’s new kit supplier on a five-year agreement, taking over from New Balance.
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On Friday, the club revealed that they had experienced “unprecedented” sales on their online store after they released their new training wear for the upcoming season.
Whelan suggested that partnering with such a global brand had paid dividends for the Scottish champions.
“It is about fashion,” he told Football Insider. “It is important it sells as well on the street as it does among supporters.
“Partnering with a good brand like Adidas attracts sales. It is a clever move.
“Many clubs are following suit and are going with Nike and Adidas and trying to make their kits a bit more desirable both in and outside of football.
“It does not surprise me because they are a massive club and the commercial team at Celtic are very clever. Credit to the marketing department for pulling it off.”
Football Insider has been told by a Celtic source the adidas deal is worth more than £30million across its five-year term.
In light of the deal, chief executive, Peter Lawwell, said: “Celtic are enjoying a period of unprecedented success on the field and we continue to do all we can off the field to ensure the club remains in a strong position.
“We are about to embark on yet another hugely important and exciting season and we are delighted to be doing so with such a fantastic kit and retail partnership.”
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