AKQA Australia and crypto exchange and Web3 AI company, BingX, know what boys like. Football. So BingX’s partnership with Chelsea FC continues. And BingX is celebrating the launch of the club’s 2025/26 training kit with a new creative platform, Trained on Greatness, where champions share values of precision, performance, and relentless discipline.
The creative platform reinforces BingX’s role as Chelsea FC’s Official Men’s Training Kit Partner, as a future-focused innovator, drawing a parallel between the discipline of elite sport and the precision of AI-powered trading, demonstrating how greatness is not just achieved, but trained.
The campaign issues a rallying cry to fans around the world with the tagline, Get In, an open invitation to step off the sidelines and into the fast-paced world of crypto.
The Chelsea FC training kit features BingX’ next generation branding and coincides with the recent launch of BingX AI, the latest innovation that integrates artificial intelligence to deliver a more intuitive trading experience. The refreshed campaign identity introduces a vibrant colour palette, modern typography, and striking player imagery, all unified by a flexible graphic system.
Trained on Greatness will run globally across broadcast, digital, and social media channels.
AKQA general manager, Justine Leong, stated, “There’s a certain ambition and energy we look for in our partnerships and BingX absolutely hits that sweet spot. Working at the cutting edge of digital innovation and creativity is what excites us most, and this platform truly shows how a bold idea can come to life across mediums, technologies and cultures.”
AKQA chief creative officer ANZ Tara McKenty, added, “This campaign celebrates the synergy between elite performance in sport and trading. The creative journey began by asking: what do Chelsea FC players and BingX traders have in common? The answer was a shared obsession with greatness, honed through discipline, precision, and preparation. That insight guided everything – from the visual identity to the storytelling in the campaign film.”
BingX brand director, Pablo Monti, commented, “We selected AKQA for their exceptional strategic insight and disciplined creative process, which helped transform our vision into a bold, cohesive campaign. This campaign demonstrates our commitment to innovation, trust, and performance, whether on the pitch or in the markets. We’re empowering our users with smarter tools and deeper confidence, and we’re proud to bring that message to life with Chelsea FC.”
Credits:
Client: BingX
Agency: AKQA Australia
Chief Creative Office ANZ: Tara McKenty
Senior Art Director: Kieran Adams
Senior Copywriter: Oli Nicolson
General Manager: Justine Leong
Chief Strategy Officer: Iona Macgregor
Strategy Director: Jamie Parfitt
Group Account Director: Meghan Winger
Account Manager: Giles Baker
Head of Studio: Grant Hendren
Production Company: Chelsea Studios
Director & Producer: Neil Higgins
Producer: Andy Strong
Production Manager: Lauren Foley
Editor: Ben Willis
Post-Production Manager: Karl Potter
Post-Production: ELMNTL
