adidas and Chelsea Football Club have today revealed the new kit for the forthcoming 2013/14 kit and it’s blue!
Following on from the groundbreaking teaser campaign, entitled, ‘it’s blue. What else matters?’ the new kit takes inspiration from past legendary shirts worn by Chelsea greats and the club crest reverts back to a four colour design.
The launch earlier this month took the sporting world by storm. The teaser video of Chelsea FC’s stars showing what it means to be committed to the club received over 1.5 million hits on YouTube worldwide.
The campaign, which featured John Terry, Juan Mata, David Luiz, Gary Cahill, Fernando Torres, Demba Ba, Eden Hazard, Oscar and Petr Cech was a break from the norm and posed the question to Chelsea fans: it’s blue. What else matters? – a call to action to order the shirt without seeing it.
The reaction has been phenomenal with unprecedented level of sales and interactions with both the adidas and Chelsea FC brand. It even reached those fans of other clubs, with supporters around the world all commenting on YouTube and across social media that despite their unreserved loyalty, the essence of the campaign had grabbed their attention due to the compelling nature.
A spokesperson from adidas, commented: “We’ve seen what it truly means to be blue from the Chelsea fans. We started with the insight that Chelsea is the only club that can own blue as a colour in the Premier League – it is their song after all.
He continued, “The campaign was aimed at inspiring the fans. The viral and iconic imagery that now adorns the club has shown the lengths that the players will go to for the club and the reaction from the fans has been outstanding”.
It’s blue. What else matters? – the kit.
The traditionally styled blue kit features the latest adidas technologies to ensure that it not only evokes the meaning of being a true blue but gives Chelsea an edge on the pitch:
TechFit™ – Designed to help improve speed, endurance and awareness, TechFit stabilizes muscles and focuses energy. This helps players to generate explosive acceleration and deliver maximum power output.
Climacool – adidas ClimaCool™ technology provides a mixture of heat and moisture controlling materials, ventilation channels and 3D fabrics to improve air flow to the skin in key heat zones.