Back in 2010, adidas and Chelsea extended their partnership for 8 more years. Since 2006 when the 1st sponsorship agreement was signed, both brands have launched fantastic marketing stunts and developed significant grassroots programs. Recently, Chelsea have unveiled their new home shirt for the 2011/12 season and it mixes the very latest technology with a blast from the past.
The shirt is inspired by the Blue’s heritage with design features based on kits used in the early 80s, reflected with the shadow striped design on the front panel. A white colour block is added to the sleeves and shorts, resulting in Adidas’ iconic three stripes appearing in blue for the first time on a Chelsea strip and creating a distinctive and striking design.
Fans can buy the replica shirt with adidas ClimaCool technology, a mixture of heat and moisture controlling materials, ventilation channels and 3D fabrics improving air flow to the skin. The players’ shirts will also include Adidas techfit™ technology, which helps improve speed, increase endurance capabilities and enhance awareness.
The new kit will be worn for the first time at the final home game of the season when Chelsea play Newcastle on 14 May. [Source: Chelsea FC]
A home football kit is a club’s icon. There is no room for marketing mistakes. Colours, design, fonts, all elements must be true to what the club stands for.