Chelsea FC: Tokyo's Blue Mascot Skyscraper Takeover

Fooh concept details:

A vibrant FOOH Ad turns a Tokyo skyscraper into a Chelsea FC wonderland, coating the building's façade in the team's signature blue illumination. The eye-catching display features adorable plush mascots dressed in Chelsea kits, creating an immersive promotional experience ahead of the Premier League season. Co-branded with Ascott Star Rewards, the installation cleverly blends Japanese kawaii culture with English football fandom, demonstrating how global sports brands can adapt marketing to local cultural contexts. This strategic partnership between Chelsea FC and Discover ASR illustrates the growing trend of football clubs creating memorable international activations that extend brand reach far beyond traditional home markets.