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In light of the upcoming season, Chelsea FC has unveiled its newest kit in collaboration with Nike through a supercharged campaign.
Made together with agency Uncommon, the kit’s new design was born out of the idea that the color blue represents the hottest part of a flame.
Chelsea FC CMO Claire Cronin describes the new kit as a symbol of the energy displayed by fans, the city, and the players.
“Our new home shirt embodies the passion, drive, and determination that runs through the veins of everyone associated with the club. It is a representation of our history, our present, and our future. We couldn’t have chosen a better partner in Uncommon to help us bring this important moment to bear,” Cronin added.
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The “We Burn Blue” campaign also marks the club’s significant rebranding, now referred to as “CFC LDN” to position it as “London’s true club.”
This message aligns with the club’s newfound leadership, now being led by head coaches Enzo Maresca and Sonia Bompastor.
Uncommon co-founder Nils Leonard shares that this era for Chelsea FC and its new kit is only the beginning.
“[T]his is about partnering with the fans, players, and club to create the brand Chelsea has always deserved, to bring the iconic London club to the world,” Leonard said.
If you want the public to see you through a differentiated identity, business rebranding is the most suitable and most powerful marketing strategy you can use.
It allows you to realign your branding to new goals and re-introduce your name to a broader demographic, like what Uncommon is doing for Chelsea FC.
Burning Bright in Blue
The one-minute spot kickstarts with a lone blue flame setting ablaze against a dark background.
Viewers then see players from both the men’s and women’s divisions donning the new jerseys, including midfielder Cole Palmer, striker Sam Kerr, and many more.
In the true spirit of kit reveals, a montage of close-ups showing off the new Nike-branded jerseys fills the screen before they light up alongside a flaming rose.
All the athletes charge in one direction as the screen writes: “WE BURN BLUE.”
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The new and improved Chelsea FC Kit features streaks of blue and motifs of orange located by the Nike and Chelsea logos and on the sleeves.
This brand color palette extends beyond the goal of being visually appealing or harmonious.
Chelsea’s brand colors over the decades perfectly reflect its identity and have become recognizable to football fans everywhere.
Meanwhile, the kit’s blue streaks, which resemble a “melting pot” pattern, emulate liquid gold and silver, which according to the Club, “is a fusion of our rich legacy with the ever-hot youth culture within our city.”
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