Nike, Product Innovation, Chelsea Connected Jersey   

A NEW RELATIONSHIP FOR YOUNG FANS AND THEIR CLUB…

Nike launched the first ever connected product, the NBA Connected Jersey, in partnership with AKQA. Nike wanted to replicate this personalized and even more engaging sports experience with Global Football and specifically Chelsea FC. We knew that simply ‘re-skinning’ the experience we had created for basketball fans would not deliver compelling value to Football fans, so we had to create a unique experience that was designed specifically for teenage Chelsea fans to enjoy.

The insight:

We conducted primary research with Chelsea fans in London to understand more deeply their relationship with the club, the players, and digital experiences that resonate with them strongly. We identified a key insight. They described themselves as the ‘lost generation’ — too old for youth programming but too young to afford season tickets or TV packages, they feel shut out by Chelsea and seek a stronger connection to the Club they love so passionately.

Idea:

We focused the experience on something they wanted most - not only to be listened to, but to play an active role in shaping the future of the club. The key value proposition enabled wearers of the shirt to collaborate with Nike designers to design a new Chelsea jersey, giving the fans an outlet for their creative expression, a chance to demonstrate their passion for the club, and to interact directly with Chelsea.