Suggs, Central Cee and Chelsea Stars Unite for Joyous New Nike Kit Film

​Chelsea FC has launched its latest Nike kit with a playful campaign film titled ‘Our House’, a nod to the iconic Madness track that soundtracks the spot.

Suggs, Madness’ lead singer, stars in the campaign, which also brings together top talent from both its men’s and women’s squads, as well as other well-known Chelsea fans, such as Central Cee, Ife Ogunjobi and Ezra Collective. Chelsea players that feature include Cole Palmer, Millie Bright, Lauren James, Nicolas Jackson, Reece James, Marc Cucurella and Enzo Fernandez, all set to the iconic Madness anthem of the same name.

Created by James Kirkham’s culture consultancy and creative studio ICONIC in partnership with Till Dawn, the campaign aims to frame Chelsea as more than a football club - a cultural institution at the heart of London and a showcase of the best of Britain’s capital to the wider world. Park Pictures’ Jake Erland directed the film.

Details for the Devoted

The kit itself takes inspiration and cues from iconic London buildings. According to James, that influence needed to carry through into the film as well. “Shot in London, feeling London, but a London which is a world away from the perhaps overly ‘cultured’ darker edges of films in recent years,” he adds. “This is unapologetically joyous. It is meant to feel overflowing with fun, humour, make you smile, whilst taking London to the world in a way befitting of this cosmopolitan club.​”

That unapologetically joyous tone is cemented with endless Easter eggs that any discerning Chelsea fan will enjoy spotting. Without giving too much away, we particularly enjoyed Cole Palmer’s usual in the ‘Carefree Cafe’ being a jam sandwich, Marc Cucurella spotting David Luiz in the mirror, Sam Kerr cradling a trophy like a baby, and all manner of spots around Stamford Bridge that fans frequent on matchdays.

All of this has led to what James feels is “the most positive film for a football club in years”. He wanted even rival fans to “wish they were Chelsea, too”, which is admirable considering James is a dedicated Manchester United fan.

“All the little ​details are essential for every Chelsea fan,” he says. “We wanted to ensure the piece had legitimacy right from the start, so made sure every single shot was packed and mattered, from the handshake to the use of ‘famous’ fans, through to nods to Champions League wins, haircuts, a baby’s goo-goo-ga-ga being replaced with Chelsea vernacular, everything was considered.

“When Ben Wrigglesworth and Craig Stronach at Till Dawn [who creatively led on much of the production following ICONIC’s strategy] presented the ‘Our House’ idea we knew we had a hit on our hands, it was a question of how it could be developed and finessed.”

Building ‘Our House’

This is where Jake, the film’s director, came in, adding “joy fused with glamour”, in James’ words, over the course of a two-day “hugely intense” shoot with multiple crews. Interestingly, Jake has shot films for the likes of LVMH and Dior, which was appealing to the creative team. Importantly, he is also a Chelsea fan, so his attention to detail and nous for what would authentically work was second nature.

“Working alongside director Jake, we embraced the idea that football tribalism doesn’t just live on the terraces - it thrives in the subtle nuances, beyond the pitch - and bonds together to create identity,” adds Craig, founder of Till Dawn. “Each scene was inspired by lyrics from 'Our House', reimagined through crafted, playful moments that feel notoriously London and unapologetically Chelsea.”

The visual approach, meanwhile, blended style and substance. “Grit and glamour,” says Craigh, “capturing the spirit of London while striking a harmonious tone that reflects the unity the club is building behind the badge.”

“We wanted that mix, that fusion, we wanted shots of players looking beautiful and glamourous, but also with humour and fun,” adds James. “Somewhere between a music video - apt with Central Cee centre stage - but also a fashion shoot and editorial, all wrapped into football.”

In 2025, as the lines between football, fashion and music evermore blur, it's exactly how it should be, says James. “Football is a juggernaut, a powerhouse in culture. It is arguably the beating heart of culture right now, with fans from eight to 80 experiencing football by its adjacencies in music, fashion, art and gaming.”