Chelsea Football Club and adidas have today revealed the new kit for the forthcoming 2013/14 season, which is available for pre-order here.
Following on from the groundbreaking tease campaign, entitled, 'it's blue. What else matters?' the new kit takes inspiration from legendary past kits worn by Chelsea greats, and will be on sale from May 15.
The launch earlier this month took the sporting world by storm, with over 1.5 million fans worldwide tuning in to see John Terry, Juan Mata, David Luiz and Gary Cahill show what it means to be a committed Blue. The wider campaign also included Fernando Torres, Demba Ba, Eden Hazard, Oscar and Petr Cech.
The launch was a break from the norm and posed the question: it's blue. What else matters? - a call to action for Chelsea fans to order the shirt without seeing it.
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The reaction has been phenomenal in terms of interactions with both the adidas and Chelsea brands. It even reached those fans of other clubs, who commented on YouTube and social media sites that despite their loyalties, the essence of the campaign had grabbed their attention due to its compelling nature.
The traditionally styled blue kit features the latest adidas technologies to ensure that it not only evokes the meaning of being a true blue but gives Chelsea an edge on the pitch:
TechFit™ - Designed to help improve speed, endurance and awareness, TechFit stabilizes muscles and focuses energy. This helps players to generate explosive acceleration and deliver maximum power output.
Climacool - adidas ClimaCool™ technology provides a mixture of heat and moisture controlling materials, ventilation channels and 3D fabrics to improve air flow to the skin in key heat zones.
The new kit is available for pre-order here and will go on sale on May 15.