Celsius stock rose 2.1% in pre-open trading on Friday after Chief Executive Officer John Fieldly disclosed an open-market purchase of 18,000 shares in a filing with the Securities and Exchange Commission. The transaction took place on September 10 at a weighted average price of about $27.44 per share and amounted to roughly $494,000, increasing Fieldly's direct ownership to 956,063 shares.
This purchase is Fieldly's second open-market buy of 2026 - he previously acquired 8,475 shares in late May. The timing of the purchase coincided with a period of recent weakness for the stock: Celsius had lost roughly 13% over the prior week and remained approximately 42% lower year-to-date.
The disclosure produced an immediate market response. The filing sparked an initial approximate 2% uptick in Thursday's after-hours trading, and the stock recorded a 2.1% gain in pre-market activity on Friday, trading at $27.20. That movement represented a partial recovery from the sharp sell-off but left the share price well under its 52-week high of $66.74.
Investor reaction across retail channels was mixed. Despite the classic bullish connotation of an insider purchase - where management demonstrates conviction by buying shares - sentiment on social platforms remained largely bearish, with some retail investors questioning whether the scale of Fieldly's latest buy was sufficient to establish a sustainable floor under the stock.
The market environment provided additional support. U.S. equity futures were broadly higher following four straight down sessions as investors positioned ahead of the August Consumer Price Index report, scheduled for release at 8:30 a.m. ET. The CPI print was expected to show prices rising 3.4% year-over-year, in line with recent readings, and was being watched as the last major inflation data point before the Federal Reserve's upcoming policy meeting, where market-implied rate-hike odds remained elevated.
In combination, Fieldly's open-market purchase - a conventional insider signal - and the broader pre-market recovery in equities contributed a modest but tangible lift to Celsius shares. The stock's movement on Friday reflected that dual influence, allowing it to trade near $27.20 in pre-market action even as it remained far below its recent peak.
Contextual note: The information above reflects the SEC filing and market movements described. No additional claims or forecasts beyond the disclosed transaction and market reactions are made here.