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Blake & adidas design for Chelsea

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and have unveiled the new home shirt for the 2010/11 football season, supported by an outstanding advertising campaign, developed by pop artist and Chelsea fan Sir Peter Blake.

Blake, who most famously designed the artwork for the Beatles hit album ‘Sgt. Pepper’s Lonely Hearts Club Band’ and Oasis’ greatest hits album Stop the Clocks’, has created a variety of montages depicting Chelsea’s history and heritage entitled ‘Made from 100% Chelsea’.

For the first time in club football, the adidas TechFit technology features have been used directly in the playing shirt, enhancing muscle performance. This works by stabilizing and focussing the muscles energy to generate explosive acceleration and deliver maximum power output. The shirts also feature the sportswear brand`s ClimaCool technology, a mixture of heat and moisture controlling materials, ventilation channels and 3D fabrics which improve air flow to the skin in the key heat zones.

, Marketing Director, adidas Area North said, “The new Chelsea home shirt is a design, fully incorporating our TechFit technology into the playing kit for the first time. To celebrate this we are delighted to have collaborated with Sir Peter Blake, a true blue artist who has produced world famous iconic work over the years. We are proud to celebrate 100% Chelsea.”

The brand new home kit takes inspiration from past home jerseys. The addition of a red collar and trim is a tribute to the Chelsea Pensioners who famously and proudly wear the red coat. The kit also encompasses a contemporary v-neck design with laser-cutting detail, inspired by design elements of Stamford Bridge stadium. The main body of the jersey integrates mesh into the fabric, creating a striking design with pure performance benefits.

The “Made from 100% Chelsea” campaign can be seen at www.adidas.com/madefromchelsea.

Also recently, Dolce&Gabbana and Chelsea Football Club announced the signing of a three-year partnership in which the style aesthetic of the designer duo will once again meet the prestige of the football club. They will provide the formal club suits and will create the `Dolce&Gabbana Lounge` in the West Stand at Stamford Bridge as well as redesigning the club’s main office reception.

The Chelsea kits have been made available to buy and are priced at Rs. 2999.