Chelsea FC has unveiled its new home kit in collaboration with Nike through a campaign named Supercharged for the upcoming English Premier League season.
The kit’s new design was born out of the idea that the color blue represents the hottest part of a flame. The design of the kit was made by the agency ‘Uncommon’.
Chelsea FC CMO Claire Cronin describes the new kit as a symbol of the energy displayed by fans, the city, and the players throughout the season.
The club’s rebranding revolves around the campaign of “We Burn Blue” which marks the club’s new branding, also referred to as “CFC LDN” to position it as “London’s true club.”
The newfound leadership of Enzo Maresca and Sonia Bompastor aligns with the “London’s true club” message while the ‘Uncommon’ co-founder Nils Leonard shares that this era for Chelsea FC and its new kit is just the beginning.
Chelsea FC’s improved and brand-new 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. Meanwhile, the kit’s blue streaks, which resemble a “melting pot” pattern, emulate liquid gold and silver, which is a fusion of Chelsea’s rich legacy with the ever-hot youth culture within the London city.
Albeit this Chelsea fan is giving mixed reactions to the new home jersey across the globe it seems like the design may not turn out to be a ‘HIT’.
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