Buying your club's latest shirt isn't about the new design or the latest fabric. It's about loyalty. So we challenged Chelsea fans buy the shirt blind.
We didn't disclose any details, only that it was blue.
It got picked up a lot. Some liked it: Chelsea's stars as you've never seen them before & Stars submerged in blue paint for new kit promotion.... While some did not: Terrifying images of players drenched in blue paint