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Adidas launches new Chelsea kit- 18 Apr 2013 00:00:00

adidas and Chelsea FC have revealed the new kit for the forthcoming 2013/14 season, following on from the brand's teaser campaign, ‘it’s blue. What else matters?’ 

The kit is now available for pre-order and will go on sale 15th May 2013.

According to the brand, the new strip takes inspiration from legendary shirts of the past worn by Chelsea greats and the club crest reverts back to a four colour design.

The teaser video of Chelsea FC’s stars showing what it means to be committed to the club received over 1.5 million hits on YouTube worldwide. The campaign featured John Terry, Juan Mata, David Luiz, Gary Cahill, Fernando Torres, Demba Ba, Eden Hazard, Oscar and Petr Cech. 

The behind-the-scenes video can also be viewed at Sport Industry TV.

The reaction has reportedly led to an unprecedented level of sales and interactions with both the adidas and Chelsea FC brand. 

A spokesperson from adidas, commented: ‘We’ve seen what it truly means to be blue from the Chelsea fans. We started with the insight that Chelsea is the only club that can own blue as a colour in the Premier League – it is their song after all. The campaign was aimed at inspiring the fans. The viral and iconic imagery that now adorns the club has shown the lengths that the players will go to for the club and the reaction from the fans has been outstanding.’

A spokesperson from Chelsea Football Club added: ‘adidas came to us with an ambitious idea of how to launch the kit for next season. The results are unprecedented. The buzz around the club has been huge. Each and every player involved was inspired and truly enjoyed the experience.’

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