adidas Launch Epic New CFC Campaign

Today adidas have launched the campaign we've all been waiting for! We knew adidas were working on something special for the forthcoming launch of the 2013/13 Chelsea Home kit and they haven't left us disappointed! After spending two hours on set with some of Chelsea's biggest stars, adidas have created an epic piece of film and imagery that is unlike anything we've seen before!

To celebrate the launch of the new Chelsea FC home shirt for the 2013/14 season, adidas has launched a bold new campaign – ‘It’s Blue, What Else Matters’ encouraging Chelsea fans across the globe to go ‘all in’ and buy the new 2013/14 home kit before seeing it.

To mark the occasion, adidas has created a hero film featuring some of Chelsea’s biggest stars and iconic imagery that will adorn the club for the forthcoming season. The film "illustrates the commitment and the lengths that the players will go for the club."

An adidas spokesperson said “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’. 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”





The 1.5 min viral film that has been created for the campaign features Juan Mata, David Luiz, Gary Cahill and club captain John Terry. It starts with the journey of a single drop of blue liquid dominating the screen before cutting to a locker bleeding adidas’ iconic three stripes of blue liquid from its vent.

The anticipation builds when you see Terry’s feet being covered in blue and builds intrigue as a suspended barrel of the blue starts to slowly pour creating a wall of paint. As the music drops and the speed picks up, the film cuts to John Terry, Juan Mata and Gary Cahill, bear chested, sizing up the blue liquid in front of them.

John Terry is then pictured, falling back into a pool of the blue liquid, a scene that had to be shot in one take. The locker that was bleeding the three stripes suddenly explodes over Juan Mata. You can watch the full "making-of" video above. 

The kit will be revealed over the forthcoming weeks. To pre-order and show your ‘all in’ for Chelsea Football club, visit www.chelseafc.com/allin Join the conversation online, on Twitter and on Facebook.