Chelsea Football Club has unveiled its new 2025/26 home kit with a bold, culture-driven campaign titled ‘London, It’s Our House.’ Featuring a mix of footballing talent and musical icons, the campaign aims to position Chelsea not just as a football club, but as a key part of the capital’s cultural identity.
The campaign centers around a two-minute film titled ‘Our House’, soundtracked by the iconic Madness song of the same name. According to Chelsea FC, the video stars a lineup of players from both the men’s and women’s teams including Lionesses Millie Bright and Lauren James, England internationals Cole Palmer and Reece James, as well as Marc Cucurella, Moises Caicedo, Sam Kerr, Guro Reiten, Naomi Girma, Nicolas Jackson, and club captain Enzo Fernandez.
The film also features rapper Central Cee, musician Ife Ogunjobi, and jazz group Ezra Collective. Chelsea FC says the campaign demonstrates that the club is more than just a team—it’s a cultural institution showcasing the spirit and creativity of London to the world.
Created by London-based culture consultancy ICONIC in collaboration with creative studio Till Dawn and produced by Park Pictures, the campaign uses the Madness hit Our House to underline Chelsea’s roots in the capital’s vibrant cultural scene.
Chelsea notes that the film is both a tribute to the club and a celebration of west London, spotlighting landmarks, Stamford Bridge stadium, and beloved local haunts—pubs, cafés, parks, and pitches. The campaign also celebrates Chelsea FC Women’s recent sixth Women’s Super League title win.
The film includes several humorous, Chelsea-flavored vignettes: Suggs driving a London black cab, Cole Palmer ordering his signature jam sandwich at the “Carefree Café”—a nod to a beloved fan chant—and getting his loyalty card stamped with two stars representing Chelsea’s Champions League triumphs. Meanwhile, Enzo Fernandez is seen at Stamford Bridge, styled to reflect the Madness lyric, “father wears his Sunday best,” according to the club.
Elsewhere, Sam Kerr is depicted holding the collection of trophies she’s won with Chelsea FC Women, including three WSL titles, two Women’s FA Cups, and two League Cups, says Chelsea FC.
Directed by Jake Erland—renowned for his work with brands like Dior and LVMH—the film uses his distinctive fashion-forward visual approach to capture London’s heritage and youthful energy. Chelsea FC says the aesthetic reflects a cosmopolitan, luxury-infused portrayal of London through the lens of Chelsea Football Club.
The club adds that the campaign also aims to spotlight the design of Nike’s new 2025/26 home kit. The kit features a textured clash print inspired by London’s architecture, woven into the classic Chelsea blue and accented with bold, energetic colors to reflect the city’s cultural vitality.
As part of a broader integrated marketing strategy, the campaign will extend across social media, out-of-home activations, and retail channels.
Casper Stylsvig, Chelsea Football Club’s Chief Revenue Officer, says, “London stands for creativity, innovation and an ever-evolving cultural landscape, and is embedded into our DNA. It’s fitting that in our 120th year, this incredible city has such a visual representation on our home kit. The classic Chelsea blue and heritage colours stand strong alongside architectural icons of our skyline, we are proud to call London our home and to continue playing a big part in shaping its football community and culture.”
James Kirkham, Founder of ICONIC, says, “Football can unite, bring people together and make you smile. We wanted to create something which felt uplifting and unmistakably London, yet Chelsea through and through. I think we’ve made the most positive football film in years.”
Craig Stronach, Founder of TILL DAWN, says, “With Suggs as a cult hero and timeless thread in Chelsea’s cultural fabric, our creative ambition was to connect the iconic Madness track with the youthful, audacious energy that defines the club today. Our mission was clear: reintroduce a classic to a new generation. Working with director Jake Erland, we built micro-narratives into every scene — told through the eyes of the fan — to reflect the pioneering spirit of Chelsea and the cosmopolitan heartbeat of London.”
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