One of England's most famous football clubs gets an interesting new makeover

Chelsea FC, in partnership with Nike, have unveiled their new home kit for the upcoming season. The “melting pot” design symbolises the club’s fresh start under recently appointed head coaches Enzo Maresca and Sonia Bompastor.

The accompanying campaign, created by Uncommon Creative Studio, leans heavily on the imagery of blue flames. The agency states this aims to “capture the energy, passion and determination” of the club. Chelsea stars Cole Palmer, Sam Kerr and Moises Ciacedo, alongside emerging youth players, are featured prominently in the campaign materials, which span film, photography, design, outdoor and social media.

A new visual identity for the club also makes its debut as part of the launch. The iconic Chelsea lion logo is paired with the letters “CFC LDN”, a motif set to become increasingly prominent around the club throughout the season.

Both the campaign stills and film were created by lifelong Chelsea supporter Thomas Van Kristen. The film features a bespoke edit of the track “Flight FM” by London-based producer and DJ Joy Orbison.

Nils Leonard, co-founder of Uncommon, states, “This thinking encapsulates the club and players sentiment ahead of the new season.” The agency’s ambition extends to “partnering with the fans, players and club to create the brand Chelsea has always deserved, to bring the iconic London club to the world.”

Credits:
Creative Studio: Uncommon Creative Studio
Production Company: Common People Films
Director & Photographer: Thomas Van Kristen
Typography: F37® Foundry