Nike X Chelsea FC

For the first time ever, NikeConnect technology is featured in a football jersey for London’s Chelsea FC 2018/19 season. In order to successfully integrate the new behavior of tapping into a rich fan culture and lifestyle identity that transcends match day, our product  needed to provide value that is authentic to the community and their relationship with Chelsea. To understand how to do this, we dove into football and London youth culture. 

Introducitng the Chelsea Fan Jersey 

We discovered that fans were seeking a stronger connection to the club they love so passionately. Throughout the club's season, shirtholders will go from inspiring the creative briefs for the Nike Designers, choosing the theme, voting on designs and getting exclusive first access to the final product. Rewardig young fans for their loyalty and investment, by giving them access to collaborate and be recognised and seen.

Designed by the fans for the fans

After several rounds of social voting on design details the final jersey is inspired by Chelsea's Champions League triumph. Drawing upon Dider Drogba's stats from that game the design features gradient orange, with shades of the Chelsea classic blue. Drogba's signature sits in the necktape for the added personal touch.