To celebrate BingX’s continued partnership with Chelsea FC and the launch of the clubs 2025/26 Training Kit, the leading crypto exchange and Web3 AI company has unveiled Trained on Greatness – a dynamic new creative platform where champions share values of precision, performance, and relentless discipline.
Positioning BingX as a future-focused innovator, the creative platform reinforces its role as Chelsea FC’s Official Men’s Training Kit Partner. At its core, Trained on Greatness draws a powerful parallel between the discipline of elite sport and the precision of AI-powered trading, demonstrating how greatness is not just achieved, but trained.
Developed by AKQA Australia, the platform campaign issues a rallying cry to fans around the world with the tagline “Get In” – an open invitation to step off the sidelines and into the fast-paced world of crypto. It brings the BingX-Chelsea FC partnership to life with a bold new visual identity and compelling storytelling.
Central to the launch is the season 25/26 Chelsea FC training kit, prominently featuring BingX branding and signalling a new era of innovation and collaboration. This coincides with the recent launch of BingX AI, the latest innovation that integrates artificial intelligence to deliver a more intuitive trading experience. The refreshed campaign identity introduces a vibrant colour palette, modern typography, and striking player imagery, all unified by a flexible graphic system.
These design elements converge in a campaign film produced by Chelsea Studios, capturing the shared pursuit of excellence between club and partner. Trained on Greatness will roll out globally across broadcast, digital, and social media channels.
AKQA General Manager Justine Leong said: “There’s a certain ambition and energy we look for in our partnerships and BingX absolutely hits that sweet spot. Working at the cutting edge of digital innovation and creativity is what excites us most, and this platform truly shows how a bold idea can come to life across mediums, technologies and cultures.”
AKQA Chief Creative Officer ANZ Tara McKenty added: “This campaign celebrates the synergy between elite performance in sport and trading. The creative journey began by asking: what do Chelsea FC players and BingX traders have in common? The answer was a shared obsession with greatness, honed through discipline, precision, and preparation. That insight guided everything – from the visual identity to the storytelling in the campaign film.”
BingX Brand Director, Pablo Monti said: “We selected AKQA for their exceptional strategic insight and disciplined creative process, which helped transform our vision into a bold, cohesive campaign. This campaign demonstrates our commitment to innovation, trust, and performance, whether on the pitch or in the markets. We’re empowering our users with smarter tools and deeper confidence, and we’re proud to bring that message to life with Chelsea FC.”
- Campaign Credits:
- Client: BingX
- Agency: AKQA Australia
- Chief Creative Office ANZ: Tara McKenty
- Senior Art Director: Kieran Adams
- Senior Copywriter: Oli Nicolson
- General Manager: Justine Leong
- Chief Strategy Officer: Iona Macgregor
- Strategy Director: Jamie Parfitt
- Group Account Director: Meghan Winger
- Account Manager: Giles Baker
- Head of Studio: Grant Hendren
- Production Company: Chelsea Studios
- Director/Producer: Neil Higgins
- Producer: Andy Strong
- Production Manager: Lauren Foley
- Editor: Ben Willis
- Post-Production Manager: Karl Potte
- Post-Production: ELMNTL
About AKQA: AKQA is a design and innovation company that employs over 5,500 professionals across 30 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was awarded the Cannes Lions Grand Prix for Digital Craft in 2023 and won 22 Cannes Lions, including Grand Prix for Design and Glass in 2024. In 2023 and 2024, AKQA was recognised with seven Fast Company Innovation by Design Award. AKQA also won Fast Company’s World Changing Ideas in 2024.
About BingX: Founded in 2018, BingX is a leading crypto exchange and Web3 AI company, serving a global community of over 20 million users. With a comprehensive suite of AI-powered products and services, including derivatives, spot trading, and copy trading, BingX caters to the evolving needs of users across all experience levels, from beginners to professionals. Committed to building a trustworthy and intelligent trading platform, BingX empowers users with innovative tools designed to enhance performance and confidence. In 2024, BingX proudly became the official crypto exchange partner of Chelsea Football Club, marking an exciting debut in the world of sports sponsorship.
About Chelsea Football Club: Chelsea Football Club is one of the top football clubs globally and its men’s team were the FIFA Club World Cup winners for 2021, with the final when the side beat Brazilian side Palmeiras in Abu Dhabi held in 2022 due to the pandemic. That success followed winning the UEFA Champions League for a second time in 2021 with victory over Manchester City in Porto.
Founded in 1905, Chelsea is London’s most central football club, based at the iconic 40,000-capacity Stamford Bridge stadium. Nicknamed ‘The Blues’, the club lifted the Champions League for the first time in 2012 and has also won the Premier League five times, the FA Cup eight times, the Football League Cup five times, the UEFA Europa League twice, the UEFA Cup Winners’ Cup twice, the UEFA Super Cup twice and the Football League Championship once, in 1955.
