After several teasers earlier in the month, the Chelsea Football Club became the first Premier League club to unveil their 2013/2014 home uniforms in a literally splashy ad on April 18.
The ads feature a number of players drenched from head to toe in blue paint with the slogan “It’s blue. What else matters?”
Because the Chelsea home kit is being sponsored by adidas, the Avatar-like players also have the famous three-stripe logo etched on their chests. A spokesman for the firm said:
“Seeing the players take part and the lengths that they will go to will inspire the fans.”
Player David Luiz stated that he enjoyed being a part of the advertisements and that:
“I would do anything for this club and to show my passion for being a Blue means everything to me.”
Other players featured in the adidas “Smurf” spots include John Terry, Juan Mata, Fernando Torres, Demba Ba, Gary Cahill, and goalkeeper Petr Cech.
The campaign has gotten a lot of attention in the U.K. because it’s so unusual. There aren’t too many brands that would promote a new clothing product by not showing a single thread of fabric. But, the ads are eye-catching and definitely convey the point that The Blues are passionate and ready for next season. And, they still let you know that adidas is behind it all with its logo marked out in all that blue paint.
Previously, adidas received marketing magazine Campaign’s ‘Advertiser of the Year Award’ for its sponsorship of Team Great Britain during the 2012 Olympics. Clearly the sportswear company knows how to market their brand.
The 2013/14 Chelsea F.C. home kits are not only an improvement from last year’s; they’re incredibly sharp-looking. They’re so electrifying that I think every fan of the club would proudly look like a character from Avatar or the “Smurfs” in this new adidas gear.