Celtic FC
SERVICES
Creative Direction
Product Storytelling
YEAR
2025
INFO
For Celtic FC’s 2025/26 season, I designed the Home, Away and Third kits around a simple creative tension: how do you honour everything that makes Celtic iconic while creating something that feels exciting and relevant now?
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The three jerseys became three different expressions of the club. The Home kit was designed for the superfan, an unapologetic celebration of Celtic’s identity, heritage and the pride of wearing the hoops. The Away kit revisits one of the club’s most memorable expressions, the iconic “Bumblebee,” reinterpreting its distinctive character through a contemporary lens.
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The Third kit looks forward. Inspired by Glasgow’s music and festival culture, it creates a new visual expression of Celtic for a younger generation of supporters, connecting the club to the energy, creativity and cultural landscape of the city it calls home. Together, the collection creates a balance between pride, nostalgia and progression: three jerseys that celebrate where Celtic has been, where it is today, and where the next generation can take it.
