Chelsea have revealed their new home kit, and it is one that is sure to ignite debate over the course of the 2024-25 Premier League season.
The design of the kit by manufacturers Nike is themed around fire and the notion that "the hottest part of the flame burns blue." A swirling, shining graphic is laid over a vibrant blue background, covering both the shirt and the shorts.
While it may look like it has been left to soak for several hours in an oily puddle, we're assured by the club that the flame graphic serves as a visual interpretation of the "melting pot" that is London culture, and the flecks and ripples of liquid silver represent Chelsea's rich history and success.
Continuing the flame theme, the thin white and bright orange trim on the sleeves and shorts provides contrast to the design and is meant as a nod to the fresh fire coming through the club's youth ranks at their Cobham training centre.
The iridescent, embossed club crest and logos are also carried over from last season's jersey, though this time they are tinted in silvery-blue, rather than gold.
It's fair to say that upon launch, the new Chelsea shirt has divided opinion among fans on social media with some quick to declare it as historically bad. How quickly they all forget the nausea-inducing "Op Art" shirt of 2021-22.
This is officially the worst kit in Chelsea history pic.twitter.com/jgYAvaUilZ
— Vᴅʏᴋ (@VdykCFC) July 15, 2024
Quite possibly could be the worst kit of the last 20 years.
— TacticalBrit (@TheTacticalBrit) July 15, 2024
The pattern on Chelsea's new kit certainly grabs the attention, so much so that you may not have even noticed that there is not main sponsor across the front of the shirt.
Just like last summer, the Blues are yet to announce a deal with a new primary sponsor after their agreement with sports technology company Infinite Athlete expired at the end of last season.
That deal, worth a reported £40 million, was only sealed on Sept. 30 of 2023, six weeks after the 2023-24 season had kicked off. The west London club started the campaign without a shirt sponsor following the expiry of a deal with telecoms group Three.
But for now, with no logo slapped on the front of the shirt, fans can get a full view of the unorthodox design and decide for themselves if they think it is fire or a flaming mess.