adidas Chelsea FC Campaign - It's Blue, What Else Matters?

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

To mark the occasion, adidas created a film (produced by 24 Productions) featuring some of Chelsea’s biggest stars and iconic imagery that will adorn the club for the 2013/14 season.

markettiers4dc attended the shoot to capture behind the scenes footage which was used to produce B Roll for TV and a video feature for online and social media aggregation, coinciding with the embargo of the hero film.

Resulting coverage across international and national TV (including Sky Sports News and Soccer AM in the UK and ESPN and Sports TV 1 in Brazil), as well as multiple websites (including Yahoo, MSN and Mail Online) highlight the striking visual impact and success of the campaign.

Within 48hrs of being posted online the behind the scenes video had been watched 250,000 times, receiving extensive positive feedback from sports fans.

The behind the scenes video can be seen here: