Adidas announces new Chelsea kit with a campaign which sees players covered in blue paint
Adidas has launched a campaign supporting the new Chelsea 2013-14 home shirt, which has seen some of the team’s biggest players doused in blue paint.
The campaign, entitled ‘It’s Blue, What Else Matters’ has encouraged Chelsea fans to purchase the new strip before actually seeing it, telling them to go ‘all in’ with their support for The Blues.
Players including Demba Ba, Juan Mata, Fernando Torres and John Terry each spent two hours on set creating the campaign images.
An adidas spokesperson told Huffington Post: “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 English Premier League that call themselves ‘The Blues’.”
They added: “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”