Adidas and Chelsea tease fans with slow kit reveal
From local media events held at training grounds on cold dreary afternoons to multi-million pound global campaigns, kit launches have come a long way over the past 20 years. Adidas and Chelsea are the latest to break with tradition with the launch of their first ever campaign to promote the London side’s new kit, without ever showing it.
The ‘It’s Blue, What Else Matters’ campaign aims to encourage Chelsea fans around the world to order the 2013/14 home kit before seeing it.
It launches today (6 April) with a video starring nine members of the Premier League team including Juan Mata, Fernando Torres, and David Luiz performing football tricks while painted in blue. Additionally, creative from the video will be used in experiential activity around the club’s Stamford Bridge stadium this weekend to target fans during its match against Sunderland.
Activity will not feature the new shirt, however with Adidas planning to tease fans with content on Twitter and Facebook leading up to its reveal later this month (18 April). The sports brand will then switch focus to retail and print promotions to further promote the kit.
A spokesman for Adidas says: “The campaign was created based on the insight that Chelsea can clearly own ‘blue’ as a colour. Not only do they sing about it, but they are the only club in the Premier League that call themselves ‘The Blues’. Seeing the players take part and show their commitment to the colour and the lengths that they will go to will inspire the fans and show the club as they have never been seen before.”
Last year, Manchester City asked fans to come up with ideas on how to launch the club’s kit for the 2012/13 season in a bid to drive more engagement around the launch.