Say what you like about New Balance but they're not afraid to push the boat out with their kit designs.
However, if the reaction of some Celtic fans online is anything to by they may just have pushed it a bit too far on this occasion.
Coinciding with the first ever Celtic Festival, the Premiership champions have unveiled a bold new third kit.
The design leaked earlier in July and received a mixed response even then.
But not even the modelling efforts of Scott Brown, Ryan Christie, James Forrest and Odsonne Edouard could win everyone over to the daring silver and pink effort.
And while we're sure there are plenty who will rush to snap up the kit, the replies to the club's Twitter account make painful reading for New Balance.
@queenmachine67 wrote: "I'm not exaggerating when I say: "that's the single worst Celtic strip I've ever seen in my life" That's a sacking offense."
@marcmcb11 said: "Delete or I will go to the police"
@shayconaghan said: "Announce record-low sales for any football top, ever."
@johnfer7 wrote: Dear new balance, cheers for the final bam up, with this monstrosity of a top"
@oisin71 said: "That is absolutely disgusting."
@scottw1985 added: "Worst Celtic strip i've ever seen! If your shelling out 50 notes for this you need your head looking at!"
@Tonba10 wrote: "This strip isn’t bad enough to be considered cool in 20 or 30 years but is absolutely honking enough to be a diabolical design right now, making it comfortably the worst Celtic strip ever and I for one am willing to fight its designer in a trial by combat"
However, it wasn't all negativity from the Hoops faithful.
@Shiv1888 simply said: "Not bad"
