Celtics traditionalists “are not happy that the organization continues to try to modernize the team’s image during this current alternate-uniform craze,” according to Gary Washburn of the BOSTON GLOBE. Celtics execs, including President Rich Gotham, traveled to Portland to meet with adidas officials to "design the new uniform, which had been in the works for two years.” Team officials and adidas designers “collaborated on the look, with gray discussed as the dominant theme.” Gotham said that while tradition is “still cherished,” the franchise “felt as if they had to add a more sleek and contemporary look for younger fans.” Gotham: “We don’t wear them every night. We’re still about the green and white, still about the shamrock, but we like this for our fans and our players, they enjoy wearing the new stuff. It keeps it fresh for them.” He added, “You are going to take a few arrows from the traditionalists.” Washburn noted the Celtics, “who are in the midst of a rebuilding plan, are trying to create excitement, and the uniforms are part of that effort.” Gotham said, “It’s all about generating buzz. We’re trying to engage fans as many ways as we can. It’s early in the season, the team hasn’t gained an identity yet. This is a good way to engage fans.” Gotham: “We’ve got to pay attention to our demographic. We have a lot of young fans who are digitally savvy, instagramming this stuff on social media. We think it all sort of feeds the brand in a positive way” (BOSTON GLOBE, 11/9).
