Go back

We Are
The Pride

AKQA helped Chelsea FC and Nike combine to launch the new Chelsea 17/18 football kit. Collaborating with the world-famous Gorillaz to smash records and dominate global sports media.

A global football mindset – made in London.

The world under one roof.

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

A unified statement that celebrated 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.

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 Gorrilaz 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.