Chelsea have revealed their new home shirt for the 2025/26 season with the Blues' home city of London the inspiration behind the design.
The club have partnered with Nike for an eighth consecutive campaign with the new home shirt inspired by London's iconic landmarks and creative culture. Woven into the shirt's fabric features Chelsea Town Hall and other architectural landmarks from the English capital.
The campaign for the new Nike kit sees a video that features Suggs, the Chelsea-supporting lead singer of British band Madness, driving a taxi through the streets of west London. It also stars players from the men's and women's teams, including Cole Palmer, Moises Caicedo, Reece James, Millie Bright and Naomi Girma. Celebrity fans Central Cee and Ife Ogunjobi also feature in the advert.
The shirt is manufactured using Nike's Dri-FIT ADV technology, combining moisture-wicking fabric with advanced engineering and features. As proven by athlete testing, the fabric helps players stay cool in the most intense of matches.
The advert starts with Central Cee asking "where's this guy?", before the camera pans to a digital clock with the numbers '87:51'. If that went over your head a bit, do not worry: it is in fact referring to Didier Drogba's iconic equalising goal against Bayern Munich in the 2012 Champions League final. Drogba equalised on 87:51 before the Blues eventually won via a penalty shootout to lift their first-ever Champions League trophy.
Suggs, a boyhood Chelsea supporter, is speaking to Bright, the Blues Women captain, in a taxi at one point and the singer said the popular phrase 'Proper Chels' - something fans will surely crack a smile over.
There is also reference to a popular meme from Palmer in there. Inside the Carefree Cafe, Palmer asks for "the usual", only to be served a jam sandwich. Earlier in the season, Palmer was asked in a video what his favourite meal deal is and the Chelsea No.20 replied, comically: "I don't think I've ever had a meal deal. Jam?". The majority of the advert, though, focuses on Chelsea's home, London.
Casper Stylsvig, Chelsea's Chief Revenue Officer said this in a statement: "London stands for creativity, innovation and an ever-evolving cultural landscape, and is embedded into our DNA. It's fitting that in our 120th year this incredible city has such a visual representation on our home kit.
"The classic Chelsea blue and heritage colours stand alongside architectural icons of our skyline, we are proud to call London our home and to continue playing a big part in shaping its football community and culture."
We await to see who the shirt sponsor will be next season, with DAMAC Properties on the kit until the end of this campaign. As revealed by football.london at the end of last month, Chelsea are still in a competitive process for a front-of-shirt sponsor for the 2025/26 season with multiple brands still in contention.