Nike partnered with AKQA to create a connected jersey experience for Chelsea FC fans — enabling teenage supporters to collaborate directly with Nike designers in creating a new club kit.
"Too old for youth programming, too young to afford season tickets."
Research identified a critical gap in how the club was serving its youngest fans, aged 13–17. This group had strong opinions and deep passion for Chelsea, but no real way to participate in the club beyond buying merchandise. They were caught in a loyalty no-man's land.
The connected shirt gave them a meaningful role. Rather than consuming the club, they became co-creators of it — actively participating in the design of the next Chelsea kit alongside Nike's designers. The process surfaced genuine insights about what this generation wanted from their club and their clothing.
The experience built creative expression and demonstrated real club passion, adapting the model first established with the NBA Connected Jersey and translating it into the culture and language of football.