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Adidas global

If it’s not blue,
it will be.

Global launch campaign for the new Chelsea football kit. The campaign focuses on the players' desire to dominate the world of football around them, a feat that they managed to achieve this past spring when they were crowned Premier League Champions before the season even ended. All based on the iconic jersey colour "Chelsea Blue", which is an important part of the club DNA.

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The campaign

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The independent

“After Chelsea FC turned all of London blue, they took over New York City.”

Thousands of New Yorkers wake up every weekend during the season ready to support the Blues, and Chelsea FC. We took over New York City for one week and turned it blue.

A 2vs2 knockout tournament on a special built blue pitch court took place in Harlem, judged by Chelsea’s super stars Diego Costa, Oscar, Azpilicueta and Gary Cahill.

As a part of New York’s takeover we created ‘Blues in the Boroughs’, short documentaries about the most passionate Chelsea supporters in and around the Big Apple. These stories then were spread through the social channels.