Chelsea, along with their sponsors Adidas, are urging supporters around the world to pre-order their 2013-14 replica kits before any images have been released. The slogan for this campaign is "It's blue, what else matters?"
Whilst that sentiment is admirable, there are actually a few other things that matter when purchasing a replica kit.
Magical thinking is an important aspect to being a football supporter. Your choice of shirt, along with your socks/underpants/pregame routine are critical to your team's success on the pitch. I single-handedly got Chelsea to the Champions League final in 2012 by watching the second half of the semifinal at Camp Nou from outside the pub, wearing my 2001 replica shirt with "Zola 25" on the back.
It's not just the fans who believe in the power of the kit. Sir Alex Ferguson made the Manchester United team change their shirts at halftime against Southampton in 1996. The Red Devils were 3-0 down, and Sir Alex believed that their grey kit was affecting his players' ability to see each other. They lost 3-1 and never wore that strip again.
The gold detail on the Blues' 2012-13 kit turned out to be a stroke of genius, but it would have looked a bit silly if Bayern Munich had triumphed on May 19, 2012. With that in mind, let's take a look at some of the less marketable replica kits from Chelsea's history.