Vm Ig Li
Nike x Chelsea FC
19/20 Third Kit Campaign

We were commissioned by Nike to celebrate the launch of the new Chelsea FC third kit, one that dives into 1990s jersey culture to produce a jersey reminiscent of a celebrated era for the club. 

We wanted to paint a more vivid picture of what it means to wear the shirt. So, we called on two of the faces leading the resurgence of The Pride’s more youthful and optimistic outlook this year – Tammy Abraham and Mason Mount – alongside a host of devoted Chelsea fans across the creative sphere; fans who we encouraged to speak up about how 90s football has influenced their life and, more importantly, what it really means to wear a new shirt. 

To bring the two worlds closer together, we mixed visual, aesthetic and fashion references of the past with the forward- thinking minds, personalities and attitudes of Chelsea’s next generation. 

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