Chelsea launched their stylish (but rather bland) Nike 2017-18 over the weekend, in typical style.
In isolation, Nike kits are pretty classy at the moment. But when you put them next to one another, they look like they’ve been picked off a peg, dyed a club or country’s colour and had the badges stamped on the chest.
And kits are usually launched in a pretty unimaginative and uninspiring way. Here’s the formula: get a load of high-profile players (ideally ones who aren’t leaving any time soon) and drag in a couple of young players to make it look like you’re interested in developing youth players. Get some of them to pose with their arms folded (or, if you’re Paul Pogba, continue to annoy the planet by insisting on dabbing) and place them on an edgy background. Whack a filter on the shots and there you have it. Every club’s kit launch this season.
But there was at least one time in recent years when someone tried something a little different.
Adidas, who manufactured Chelsea’s kits up until last season, came up with a simple but visually brilliant idea to launch their kit with David Luiz, Eden Hazard and Petr Cech, among others.
They drenched those players in blue paint, and it looked amazing.
Sure, the kit that year wasn’t anything to write home about, but what a way to mask mediocrity by putting on the best kit launch in modern times.