Chelsea FC has released a 90s-inspired video to celebrate the launch of its 2023-24 Nike away kit featuring a range of first-team stars from the men’s and women’s teams.
Developed in partnership with creative shop The Berry, the film is packed full of Chelsea Easer eggs and pays tribute to the club’s 90s kit heritage and the glamour of the Kings Road.
Featuring Reece James, Enzo Fernandez, Moises Caicedo and Sam Kerr, the creative is centred around diamond geometric patterning that adorns the vibrant new kit and makes use of ‘groundbreaking CGI’.
“As a lifelong fan of the best club in London / the world, Chelsea FC, this one means a lot for me. My dad, grandad, great-grandad and four generations of my nan’s family all grew up and lived in Chelsea. All of them, since the club was founded in 1905, have supported Chelsea FC, through the sun and rain. Chelsea and CFC, has always been at the heart of the Burnham family. So, when we got the call up from Chelsea FC to launch the away kit, you can imagine how that felt,” The Berry Boys director, Ryan Burnham said.
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“The Chelsea team are serious about creativity and making an impact on and off the pitch. Their attention to detail and willingness to push visuals through new filmmaking tech, CGI and VFX, is so nice to see. We created an unforgettable CGI film that I’ve personally never seen a football club attempt before.
“We’re so proud to launch this film to Chelsea fans, football lovers and advertising appreciators, all across the globe. Blue is the colour.”
The film was directed by The Berry Boys (Ryan Burnham & Luke Robson) and created with the CGI/VFX team at The Berry. Viewers will be encouraged to watch the film multiple times in order to fully explore the visual details.
Chelsea FC head of global fan engagement Jack Peters added: “Kit launches have become such a great creative opportunity for clubs to engage fans in a moment they’re truly passionate about. From a brand perspective, seasonal design stories will often tap into our history and heritage, which allows us to leverage them as a storytelling moment.
“Our Away Kit this year has this brilliant geometric diamond pattern that’s inspired by old kits from the 90s, so we’ve really leaned into that and created a world that brings it to life in a way that feels innovative, fun, and aspirational, with enough Chelsea nods that we hope our fans will love. Reece James quite literally ‘keeping the blue flag flying high’ is a personal favourite.”
