Nike X Chelsea FC

For the first time ever, NikeConnect technology is featured in a football jersey for London’s Chelsea FC 2018/19 season. In order to successfully integrate the new behavior of tapping into a rich fan culture and lifestyle identity that transcends match day, our product needed to provide value that is authentic to the community and their relationship with Chelsea. To understand how to do this, we dove into football and London youth culture. By conducting market and audience research, concept testing and focus groups to learn how NikeConnect could improve the fan experience of our audience everywhere.