Blues in
the Boroughs

Role: Creative Direction and Production

From Brooklyn to the Bronx, every weekend thousands of New Yorkers wake up and march to pubs in the morning’s earliest hours to support their Premier League club.

As Chelsea Football Club traveled to the United States for its pre-season tour, we worked with the club to highlight how their stateside supporters demonstrate their passion in New York City — a hub of America’s emerging and evolving football (soccer) culture.

Together, we created a one-of-a-kind photo series entitled ‘Blues in the Boroughs’, which featured prominently in the activation surrounding the club’s 2015/16 kit launch, and was jointly hosted on Where Is Football and the official Chelsea FC website. We also collaborated with the award-winning and local collective Street Etiquette to stay true to the spirit of New York. As a result, the photo series received international acclaim that stretched as far as the club’s support.


Creative direction:
Street Etiquette (Joshua Kissi & Travis Gumbs)
Eric Beard

Art direction:
Kendall Henderson

Jordan Beard
Joshua Kissi

Zack Goldman, Maxi Rodriguez & Nathen McVittie