A new relationship for young fans and their club

Agency: AKQA, 2018

For the first time ever, NikeConnect technology is featured in a football jersey for London’s Chelsea FC 2018/19 season. In order to successfully integrate this new behavior, our product needed to provide value to teenage fans and their relationship with Chelsea.

The team conducted primary research with Chelsea fans in London to gain a deep understanding of their relationship with the club, the players, and digital experiences that resonate with them strongly. They described themselves as “The Lost Generation” — too old for youth programming but too young to afford season tickets or TV packages. They felt shut out by Chelsea and sought out a stronger connection to the Club they love so passionately.

We focused the experience on something they wanted most - not only to be listened to, but to play an active role in shaping the future of the club. The key value proposition enabled wearers of the shirt to collaborate with Nike designers to design a new Chelsea jersey, giving the fans an outlet for their creative expression, a chance to demonstrate their passion for the club, and to interact directly with Chelsea.