Watching: www.footballshirtculture.com Chelsea and adidas, revealed the new home kit for the 2010 season, which is available through the FSC Shop. More info and pictures here: www.footballshirtculture.com The launch will be supported by an advertising campaign 'Made from 100% Chelsea' developed by pop artist and Chelsea fan Sir Peter Blake. Blake, who most famously designed the artwork for the Beatles album Sgt. Pepper's Lonely Hearts Club Band and Oasis' greatest hits album Stop the Clocks, has created a variety of montages depicting Chelsea's history and heritage. The shirt will be worn for the first time on 9 May against Wigan in the last Barclays Premier League game of the season. The kit encompasses a contemporary red v-neck design, while the main body of the shirt integrates mesh into the fabric creating a striking design with pure performance benefits for removing sweat away from the body. This is not the first time red has featured on a Chelsea kit. In 1953, Chelsea re-launched the official club badge and for the first time featured red. By 1959, red was introduced into the kit socks, and the colour has continued to feature in numerous home and away kits in subsequent decades. The subtle addition of red also pays tribute to the club's long association with the Pensioners, the red-coated war veterans whose name they informally adopted between 1905 and 1952. nike footballshirtculture adidas puma umbro