'Spend £45 without knowing what you are getting' is effectively Adidas' message when it comes to Chelsea's 2013/14 home kit.
Some might call it exciting and daring, trying to make the supporters show their faith in their team by pre-ordering a kit which we only know is 'blue'.
However, it takes very little consideration to realise that by pre-ordering the kit you are in no way showing your trust in your club, but rather in their kit sponsor.
Yes, it's blue, and how bad can they realistically make a blue kit you might ask? Probably not very, but when it comes to blindly spending the best part of £50 when you could just wait a few months and know what exactly you are spending your money on, you would not be blamed for wanting a greater incentive than a chance to win some paint-splattered football boots.
It's a pity, because the actual idea of dousing the star players in blue paint and making them look like something out of Avatar isn't such a bad idea, allowing you to see the players' muscles straining as they perform various acrobatic moves. It could have been a creative way to advertise the new kit if they hadn't had the ridiculous idea of not showing it.
Another oddity is the timing of the 'release'. Doing a photo-shoot before any potential contract niggles were ironed out was always asking for trouble.
Leaving Frank Lampard out of the campaign was understandable in a way, since the club has so far inexplicably not shown any signs of a contract renewal. This left Lampard's agent, Steve Kutner, describing the paint campaign as 'demeaning' - hardly a PR calamity by Chelsea's recent standards, but avoidable by pushing back the campaign by a few weeks/months until the public knew exactly what is happening with Lampard.
Seeing as no other kits seem to have been officially released, it would not have seemed conspicuous had the campaign been delayed. I would say that the new kit promotion is a missed opportunity.
The idea of the blue paint certainly held promise, but the lack of incentive to pre-order the kit (e.g. a price cut, or a small symbol embroidered on the kit you receive) somewhat ruined the whole concept.
Watch the advert for Chelsea's 2013/14 home kit here: It's blue, what else matters?
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