Blake, famous for his album covers for the Beatles and Oasis, has created an artwork about the club and its history alongside the launch of the new home shirt.
The final version of the piece is a collage, inspired by Blake’s spending six weeks at the club, which has been replicated online.
The campaign, created by integrated agency Iris and called Made From 100% Chelsea, centres on a website which aims to bring the pieces of the collage to life and includes a short film about Sir Peter Blake’s time spent at the club.
The site points to the club’s presence on Facebook and Twitter, and fans on the former can enter a competition from the start of May to win the chance to buy a limited edition of the shirt. The activity on Facebook will also allow fans to upload their own ‘100% Chelsea’ memories.
The art will also appear in-store at the Chelsea Megastore and in selected Adidas shops around the UK.
This story first appeared on New Media Age.