For the first time, NikeConnect technology will be featured in a football jersey with the unveiling of the new third kit for Chelsea FC and its 2018/19 season.
By scanning a NikeConnect logo on the shirt label through the Nike app, fans are able to access product, customized content and exclusive experiences. They can also participate in the development of a special Chelsea FC Shirtholder’s Edition “Fan Jersey.”
This co-creation experience includes collaborating with Nike designers during the course of a multi-stage, authentic design process, resulting in a “Fan Jersey” available to Shirtholders.
The jersey’s design is just as progressive and innovative. Inspired by the heart of London, the DNA of the capital’s leading club is threaded throughout the jersey. The dynamic textural print on the shirt’s center appears at first glance to be a contemporary pattern, but upon closer inspection transforms into an aerial depiction of Stamford Bridge and its surrounding area.
The Blues’ historic home is honored within the print, creating a link to London even when the team is playing away. Matched with teal blue shorts and crimson socks, the new third kit will be worn during the club’s European campaign this season.