Helping Chelsea take aim at a new generation of fans, for whom football is bigger than a 90-minute game. 'The New Wave' - Chelsea's 2021 strip launch, aims to make them synonymous with fashion and culture, and cement them as “the London premiership club”. The hero film hit 3 million views in under 24 hours, making it the most viewed Chelsea kit launch in history. ECD: Will Thacker Design: Samuel Guillotel, Rory Stiff, Casey Highfield