# Paint-Soaked Athlete Ads The Adidas Campaign Cleverly Targets Chelsea Football Fans By Ian Andrew Panganiban | Published 2013-04-11 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/adidas-campaign References: [towleroad](http://www.towleroad.com/2013/04/chelsea-footballers-get-covered-in-blue-paint-video.html) & [chelseamegastoreusa](http://www.chelseamegastoreusa.com/) Not many people would buy something without either trying it on or seeing it in person, but the people behind the new [Adidas](https://www.trendhunter.com/trends/zne-collection) campaign called, ‘It’s Blue, What Else Matters' think otherwise. In Adidas' new campaign, it encourages fans of the [Chelsea](https://www.trendhunter.com/trends/chelsea-fc1) football team to buy its upcoming [2013/14 Chelsea home kit](https://www.trendhunter.com/trends/home-kit-collection) without even seeing it. The video showcases Juan Mata, David Luiz, Gary Cahill and captain John Terry all being bathed in blue paint, giving them this Avataresque look. Fans can only speculate about the design concept of the shirt, but it's a safe bet to assume that the color blue will be a prominent color scheme of the design. Football fans will go to extreme measures to showcase their absolute devotion for their home teams. The mysterious factor of Adidas' product is sure get fans of the Chelsea team excited. ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 18% | Activity: 14% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celebs](https://www.trendhunter.com/celebs) ## Key Themes ### Why This Trend Is Growing - **Virtual Try-on:** This trend highlights the opportunity for businesses to offer virtual try-on experiences, allowing customers to visualize products before purchasing. - **Mystery Marketing:** This trend showcases the potential for brands to generate excitement and anticipation by keeping certain product details hidden. - **Fan Engagement:** This trend emphasizes the importance of engaging fans in creative ways to cultivate brand loyalty and excitement. ### Industries Being Reshaped - **Sports Apparel:** Sports apparel companies can leverage virtual try-on technology to enhance the shopping experience and boost online sales. - **Advertising & Marketing:** The mystery marketing approach presents disruptive innovation opportunities for advertising and marketing agencies to create buzz and engage audiences. - **Sports Merchandise:** Companies in the sports merchandise industry can explore unique fan engagement strategies to increase brand affinity and drive sales. ## Related on Trend Hunter - [Creative Eerie-Themed Soccer Campaigns](https://www.trendhunter.com/trends/scary-good.md) - [Athlete-Backed Shoe Campaigns](https://www.trendhunter.com/trends/awaken-your-madness.md) - [Motivational Athlete Campaigns](https://www.trendhunter.com/trends/adidas-you-got-this.md) - [Athlete Celebrity Campaigns](https://www.trendhunter.com/trends/zne-collection.md) - [Logo-Centric Soccer Campaigns](https://www.trendhunter.com/trends/mls-season-pass.md) - [AI-Generated Sports Campaigns](https://www.trendhunter.com/trends/aigenerated-campaign.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Superstitious Fan-Inspired Campaigns](https://www.trendhunter.com/trends/the-twelve-pins.md) - [Football-Focused Candy Campaigns](https://www.trendhunter.com/trends/win-a-day-in-their-boots-promotion.md)