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SBD Global/April 8, 2013/Marketing and Sponsorship
Adidas Splashes Chelsea Players In Blue Paint For Promotion Of Club's '13-14 Kit
Published April 8, 2013
FEELING BLUE: In London, Steve Nolan reported the campaign is "based on the idea that the club is not just a team but something much more emotive than that." An adidas spokesperson said: ''The campaign was created based on the insight that Chelsea can clearly own blue as a colour. Not only do they sing about it, but they are the only club in the English Premier League that call themselves The Blues." The players who took part in the 90-second film "spent more than two hours on set to create the campaign." Goalkeeper Petr Cech said, "I can say that being painted in blue shows how blue I can be" (DAILY MAIL, 4/5). The USA TODAY's Mike Foss wrote a piece about the promotion in the Game On! blog under the header "Chelsea's new uniform promotion is really weird." Foss wrote, "Rather than show the design, adidas dumped blue paint over the most notable players" (USA TODAY, 4/5).