Chelsea FC and adidas unveiled the new home shirt for the 2010/11 season supported by an outstanding advertising campaign developed by pop artist and Chelsea fan Sir Peter Blake.
Blake, who most famously designed the artwork for the Beatles hit album 'Sgt. Pepper's Lonely Hearts Club Band' and Oasis' greatest hits album 'Stop the Clocks', has created a variety of montages depicting Chelsea's history and heritage entitled 'Made from 100% Chelsea'.
The shirt Notably for the first time in club football, adidas TechFit features directly in the playing shirt, enhancing muscle performance
Inspiration & Design The brand new home kit takes inspiration from past home jerseys. The addition of a red collar and trim is a tribute to the Chelsea Pensioners who famously and proudly wear red coats (Chelsea were actually nicknamed The Pensioners between 1905 & 1952).This is not the first time red has been included on a Chelsea kit. In 1953, Chelsea re-launched the official club badge featuring red for the first time. By 1959, red was introduced into the kit socks, and the colour continued to feature in numerous home and away kits until the mid 1990's.
The kit also encompasses a contemporary v-neck design with laser cutting detail inspired by design elements of Stamford Bridge stadium. The main body of the jersey integrates mesh into the fabric creating a striking design with pure performance benefits for wicking sweat away from the body
Made from 100% Chelsea The inspiration for the new home kit came from classic Chelsea shirts that evoke special memories for Chelsea's loyal fan base. To celebrate this heritage Chelsea and adidas collaborated with legendary artist Sir Peter Blake to create special edition Chelsea artworks that showcase the new home shirt in all its glory. To create the collages, lifelong Chelsea fan Sir Peter spoke to Chelsea players, staff and fans to understand the very fabric of the club.
Technology adidas again push the boundaries in the development of apparel technology with shirt evolution moving one step further in giving Chelsea FC players the edge on the pitch:
TechFit - On the field, the players' kits will incorporate adidas' cutting edge TechFit technology, to help improve speed, increased endurance capabilities and enhanced muscle focus proprioception. This works by stabilizing and focusing the muscles' energy to generate explosive acceleration and deliver maximum power output
Climacool - The shirts also feature adidas ClimaCool technology, a mixture of heat and moisture controlling materials, ventilation channels and 3D fabrics which improve air flow to the skin in the key heat zones.
Nick Craggs, Marketing Director, adidas Area North said, “The new Chelsea home shirt is a landmark design, fully incorporating our TechFit technology into the playing kit for the first time. To celebrate this we are delighted to have collaborated with Sir Peter Blake, a true blue artist who has produced world famous iconic work over the years. We are proud to celebrate 100% Chelsea.”
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