if it's not blue, it will be


Introducing the 2015-16 Chelsea football kit. The #BeTheDifference campaign announces the football revolution by introducing a new way of seeing football: games are decided on the finest of margins. A single piece of skill or a moment of madness can lead either to victory or to defeat. It’s all up to those who are able to make a difference on the pitch.

Chelsea’s style of play and recent dominance fits perfectly into this mould, showing how their disciplined approach to the game has delivered stand out success The reigning champions march forward through the blue mist taking over every pitch.


"We are massive. And you're about to get swamped. We're stronger than you. Slicker than you. Hungrier than you. And we only get better. We will break you down. Bit by bit. Doesn't matter who you got. What you've won. Or how hard you've worked. We don't care how much you care. Club by club. City by city. Title by title. We'll take everything. Your trophies. Your glory. Your pride. The lot. Whoever it is. Whatever it is. Wherever it is. If it's not blue, it will be."


The first team flew to New York City to present the new 2015-16 home kit. Also Diego Costa, Oscar, Azpilicueta and Gary Cahill were the judges of a 2v2 knockout tournament celebrated onto a specially constructed and branded blue pitch court. 


Video: new york city event

art direction: visual references

Client / Adidas Football
Year / 2015
Agency / Iris Worldwide
Creative Directors / Adam Fish + Iain Robson
Role / Art Direction + Design of key visuals