As July 1st approaches, many clubs have already tied up a few deals to appease their fans and follow the ‘get your business done early’ trend. Such is the current nature of the transfer market, and it’s relationship with social media, that every day feels like a lifetime in the tornado of rumours and scoops from Twitter famous journalists. That platform, in particular, is one big tug-of-war between accounts of transfer moguls, hardcore fan accounts and even the players themselves.
One club that epitomises this approach is Chelsea. As they tied up the title at a canter, newspapers filled their pages with claims that Antonio Conte would be backed with all the money in the world to rejuvenate his squad. The memory of the 2015/16 campaign – when José Mourinho/Guus Hiddink led the champions to a pathetically embarrassing 10th place – still lingers in the nostrils of Blues’ fans, and the hunger to kick on from the league win is stronger than ever.
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Due to the transition from Adidas to Nike, which will become official on July 1st, Chelsea have been quiet as anything in this window so far. This, understandably, caused a bit of a raucous response from Chelsea fans on social media and even led to a story breaking that Conte could leave Stamford Bridge after only one season. That story was quashed almost immediately, and the conveyor belt of rumours regarding Chelsea’s business and negotiations kicked back into gear.
Many Chelsea fans seem to be expecting a grand Nike launch press conference to take place, with every transfer target we have dramatically revealed in the new kits amidst blue fireworks. As great as that would be, Premier League football isn’t quite as WWE as that just yet. That’s not to say big things won’t happen. Nike and Adidas vary in their approach; with the former’s American origins predictably proving to be more showy and brazen than the latter’s German sleek modesty. With Nike (and a £60million-per-year deal) in the picture you always feel like anything is possible.