Fair to say, football kits are fashion ranges, except the label takes a secondary role and the team is the “badge of honour”,  that supports the popularity. Chelsea FC and Nike are promoting their 2025/26 kit with the creative gusto that a fashion range demands. That creative gusto comes from agencies, Iconic and Till Dawn.

The joyful campaign film, Our House, positions Chelsea FC as a London institution. It underlines football’s role, along with fashion and music, as powercells in popular culture. “House” is a metaphor for the community of team of supporters – and that metaphor is carried all the way to the film’s soundtrack, Our House, by Madness and the band’s lead singer, Suggs, playing the role of a taxi driver (taking people to the “house”).

Other drawcards in the star-studded cast are rapper, West London native and well-known Chelsea fan, Central Cee; Lionesses, Millie Bright and Lauren James; England football stars, Cole Palmer and Reece James; Chelsea players, Marc Cucurella, Moises Caciedo, Sam Kerr, Guro Reiten, Naomi Girma and Nicolas Jackson; World Cup-winning club captain, Enzo Fernandez; and celebrity Chelsea fans, Ife Ogunjobi and Ezra Collective.

The film’s director, Jake Erland, is established in the world of fashion, with previous work for Dior and LVMH.

Credits
Creative Agencies: Iconic & Till Dawn
Iconic Agency Founder: James Kirkham
Till Dawn Agency Founder & Executive Creative Director: Craig Stronach
Agency Producer & Client Director: Ellie Farrer
Creative Director: Ben Wrigglesworth
Producer: Manoela Chiabai

Director: Jake Erland
Production company: Park Pictures
Managing Director & Executive producer: Fran Thompson
Executive Producer: Shelley Jones
Head of Production: Fred Deedes
Producer: Manoela Chiabai
Line Producer: Josua Noon
Production Manager: John Mouratis
Production Assistants: Embla Conneely & Richard Ainsley
Location Manager: Mike Glynn
1st AD: Daniel Smith
Editor: Jamie Sivers
VFX: Shivam Solanki
Grade: Tim Smith
Sound Designer: Guy Chase