Chelsea FC is promoting this year’s Christmas collection through a series of content pieces structured as television programming. The That’s Proper Chels campaign includes shopping shows, weather forecasts and audience phone-ins, with players and other familiar faces associated with the club appearing as presenters and guests. The creative concept comes from agency TILL DAWN, with strategy by brand consultancy ICONIC.
The campaign is being rolled out gradually. Fans first had the opportunity to see outtakes, players laughing and their asides to camera. These clips are followed by individual shows across different platforms, with the full programme scheduled for the end. Behind-the-scenes material has therefore been used to introduce the collection’s promotion, while spontaneous moments from filming form part of the planned content.
Jolie Sharpe presents products in a TV shopping format, Jason Cundy hosts a sports programme with audience phone-ins, and João Pedro answers fans’ questions in the Ask João segment. Cole Palmer has taken on the weather forecast and also appears alongside Morgan Rogers to present Christmas jumpers. Ellie Carpenter and Alyssa Thompson also feature in the campaign.
The choice of formats draws on nostalgia for festive television programming and catalogue shopping. The rollout, however, follows today’s football viewing habits. According to ICONIC founder James Kirkham, fans switch between short videos, streams, reactions and shopping on the same phone, so the campaign is similarly spread across multiple pieces of content and platforms.
Launched on 5 November, That’s Proper Chels is running across the club’s social media channels and outdoor advertising sites in London. A pop-up shop in Covent Garden has also been announced, with a window designed to resemble a television screen and connect the retail space with the campaign’s visual style.
A percentage of proceeds from the festive collection will be donated to Chelsea Foundation and its partners to support work addressing loneliness and social isolation. The club is running this initiative for the third consecutive year. Since 2024, festive product sales, donations and activities by the club’s community have raised and distributed more than £280,000 to organisations addressing loneliness and homelessness in southwest London and Surrey.
