In the first Fans' Forum meeting of the year, Chelsea and Nike officials met with supporters to discuss the club's merchandising and marketing. In this meeting, we get the first info on what to expect for Chelsea kits in this decade.
Chelsea and Nike Discuss Future Kit Designs at Fans' Forum Meeting
The Fans' Forum is a body consisting of elected fans and senior members of the club.
Chelsea's Nike deal is valid until 2032
The currently active Nike Chelsea Kit Contract Deal is valid for an incredible 15 years, from 2017 until the end of the 2021-32 season.
During the meeting, Nike club business director Dave Atkinson revealed that this season's home and away kits are set to see their strongest sales under the Nike partnership, while the third kit has proved less popular.
Chelsea 23-24 & 24-25 Kits "Have Been Already Signed Off By The Club"
Chelsea 23-24 home and third kits.
Chelsea 23-24 Home Kit Info Leaked + 80% Prediction
Exclusive: Chelsea 23-24 Third Kit Leaked
Furthermore, offerings for 2023/24 and 2024/25 have already been signed off by the club, but this process is being reviewed under the new ownership with the possibility of focus groups.
Chelsea 25-26 Kits to be Designed by London-Based Designers
The shirts for 2025/26 will be designed in the coming months by designers who were previously based in Portland but are now based in London, enabling them to gain a greater understanding of the culture around the club.
Chelsea also said that they will have a greater influence in how the shirts are launched. "Nike used to carry out the shirt launch but now the Club are doing that in partnership which gives the club more opportunity to input in the launch."
Minutes from the meeting read: "Nike agreed and said there are many aspects included in designs and we will narrate the story about shirts in more detail from next season. We are designing 2025-26 shirts in the coming months. It’s always very subjective as to the popularity of each shirt. It added that the designers do a great job but adding the focus groups and consultation with this group will help."
Why the Chelsea 23-24 Third Kit is Mint Green
We have to try and anticipate what will sell in three years’ time
From the start with Nike we’ve made clear we want the same blue for continuity. We have to try and anticipate what will sell in three years’ time. We have had red in some of our kits historically. Yellow doesn’t sell as well as black shirts generally. The tangerine and graphite shirt from the 90s is more popular than it was originally. The Camo shirt is popular but it’s all subjective. Even the Commodore shirt from the 1990s sells well but some newer fans question why we have red in our kit. The Club and Nike will work on developing stories to accompany designs.
2023-24 Kit Overview - All 23-24 Kit Leaks & Info
Chelsea x Nike x Fans Meeting - Fact Sheet
- Chelsea and Nike have a 15-year contract deal (2017-2032)
- This season's home and away kits are expected to have strong sales, while the third kit has been less popular
- Offerings for 2023/24 and 2024/25 have already been signed off by the club, but are being reviewed under new ownership and focus groups
- Kits for 2025/26 will be designed by London-based designers to gain a greater understanding of the culture around the club
- Chelsea will have a greater influence in the launch of the shirts, and will work on developing stories to accompany designs
Do you look forward to what Chelsea and Nike have to offer in the remaining 2020s? Comment below.