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Nike: Chelsea FC: We are the Pride

03/06/2020
Advertising Agency
London, UK
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Credits

Insight

The world under one roof.

Chelsea FC and Nike – the two biggest sport brands in London combine to launch Chelsea’s 17/18 Nike Vapor kit. A cosmopolitan fusion of talent on the pitch – and the world watching off it.


Idea

A unified statement that celebrates the history and heritage of then, and the cosmopolitan, forward-thinking attitude of now.

‘We Are The Pride’ is the slogan of the Chelsea FC 2017/18 kit launch. Led by the world-renowned Gorillaz front man ‘2D’ – Chelsea fan Damon Albarn’s alter ego – who revealed the shirt for the first time through motion capture, animation and via social channels, alongside team talisman David Luiz.


Impact

London became blue as the players’ heritage and style, mixed with their London pride, dominated outside media in Piccadilly Circus, Oxford Street and Leicester Square, and made its mark across digital, print and retail.

Nike’s biggest kit launch ever. The Gorilaz x David Luiz Instagram Story engaged 76 million alone, and Chelsea kit sales smashed all previous records.

‘We Are The Pride’ dominated 88% of media share on launch weekend, as a story told through London became a global talking point by harnessing the ambitions of Chelsea FC and Nike.

About AKQA UK

AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.