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April 15, 2014
Adidas, Chelsea FC Launch
Although soccer is growing in the United States, nothing the U.S. has comes close to the type of loyalty and fanfare of international, top-tier soccer. For example, the Chelsea Football Club, a team formed in 1905, have people who love them, and people who cannot stand the sight of them. 

Good news for those who love Chelsea. Adidas and the club paired up to launch the "Forever Blue" campaign, a campaign that announces the new home kit (uniforms) for the team.

The activities associated go a bit beyond what we in the U.S. would typically see. The video below shows some of the Blues' best players and had them sculpted in famous physical poses.

It's cool to see how into the game Adidas and the players are. We could only imagine how excited the club's fiercest fans were when the video and the uniforms were released.

Good sporting clubs do a fantastic job at giving their fans what they want. And the Blues and Adidas do it again.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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