We appealed to the 'blue passion' of Chelsea fans by challenging them to buy the new shirt without seeing it. And we invited Chelsea players to step off the conventional new-shirt-catwalk to demonstrate their passion for the club by immersing themselves in Chelsea Blue. Literally.
We challenged Chelsea fans to buy the new shirt without seeing it.
This is Fucking awesome.
Respect from a Madrid fan.
Sales up 27% YOY.