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Even Madonna couldn't stop Chelsea FC fans from ripping into the new kit

Creative Bloq ·Natalie Fear·about 13 hours ago
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(Image credit: Chelsea FC) Chelsea FC has teamed up with Nike to reveal a fresh home kit for the 2026/27 season. Marked by the fierce new 'Can't Tame Us' campaign, the launch is a refreshed take on the kit-reveal formula, blending guerrilla marketing with high-fashion flourishes for a distinctly different kit debut. As one of the most recognisable UK football logos of all time, it's no surprise that Chelsea's lion sits in pride of place throughout the campaign. Built to be "culturally disruptive and stylistically fearless", the new kit symbolises a revitalised new era for the club, but it seems not all fans are on board. Can’t Tame Us. 🦁 The 2026/27 Chelsea home kit is here. Created with @NikeFootball. There’s a Lion in all of us. Fearless. Relentless. Impossible to control. Available now in-store and online. #CantTameUs pic.twitter.com/QBmAwlcMq5 June 2, 2026 The 'Can't Tame Us' campaign was developed by creative agency TILL DAWN , with strategy by brand consultancy ICONIC .…

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