Chelsea Christmas catalogue

Kitbag Chelsea Christmas catalogue

Kitbag are Europe's leading online sports store, providing customers with the merchandise they need to support their favourite teams. Kitbag approached Absolute to help them deliver a Christmas catalogue for Chelsea FC.

Kitbag wanted a fresh approach for the Premier League champions. The brief was to design, art direct and shoot the 2015/16 season catalogue. The ambition was to take the catalogue which mainly led with products and price to a lifestyle look book, engaging with consumers on an aspirational level making them feel proud to wear their blues!


  • Sport
  • Consumer



  • Brand Campaign
  • Studio Photography
Adidas hoodie from the Chelsea FC Collection modelled by Kadisha
Chelsea FC merchandise being modelled by Lewis

Focusing on fashion

The emphasis for the art direction was to deliver a strong personality through the photography, whilst highlighting the quality of the clothing. The photo shoot in Absolute’s new dedicated in house photography studio required plenty of pre-planning and organisation, making sure the all the products were available and prepped ready for the 2 days shoot, which involved a lot of models of varying ages, and a support team made up of stylists and art directors.

Kadisha models track suit from the Chelsea FC collection
Shot of Nick in Chelsea FC hoodie
Shot of Lewis in an Adidas hoodie from the Chelsea FC merchandise range
Kids modelling clothes from the Chelsea FC lifestyle range
Lewis models an alternative Adidas Chelsea FC t-shirt
Nick wears an Adidas Chelsea FC t-shirt
TJ in full Adidas Chelsea FC Track Suit

The Lifestyle Look

Having created assets for the catalogue we set about the layout and design of the 48 page brochure, integrating the model shots alongside concept driven still life we had art directed at Kitbag. The catalogue needed to adhere to Chelsea branding, but with a bolder look and feel throughout. We gave the products room to breathe allowing plenty of white space and complimented with some bold typography. The catalogue was sent out to 54,000 Chelsea Fans.

Chelsea FC lifestyle shots in the brochure
Mens and Womens Chelsea FC Night Wear page from Chelsea FC Catalogue
César Azpilicueta and other members of the Chelsea FC team feature in the brochure
The Chelsea FC Season Catalogue
Lewis wearing a selection of Adidas Chelsea FC merchandise