Football club Chelsea FC (CBC) has partnered with adidas to launch the "We are all Chelsea" global campaign.
Aiming to unite fans with their favorite CFC player, the campaign runs until March next year, on social media and in-store as well as on Chelsea's various other communication channels.
Regionally, the campaign covers markets such as Singapore, Thailand and Malaysia and globally, it includes UK, Japan, Korea and North America.
Icon is the PR agency behind the campaign in Southeast Asia.
As part of the campaign, adidas is also offering prizes to customers who purchase chosen adidas CFC products available at selected outlets.
Adidas, the official sponsor of the UEFA Euro 2012, also kicked off a social media campaign earlier in China to gather football fans to "run overnight shifts" and watch the upcoming tournament.