Peter Blake tie-in with Chelsea FC

Loving Peter Blake's (somewhat unlikely) tie-up with Chelsea Football Club. The famous Pop Artist behind the album cover for the Beatles' Sgt Pepper's Lonely Hearts Club Band, has been brought in to back the launch of their new kit.

All those familiar with my work for Jewish Book Week know that I have been greatly influenced by Blake's collages. and follow him closely.

And now created an artwork to celebrate the launch of the new Adidas Chelsea home shirt, supported by a microsite, video and social media campaign created by ad agency Iris.

The launch will include a three-foot high collage created by Blake, which will appear in the Chelsea megastore and in sponsor Adidas's shops from 6 May, that aims to celebrate the club's staff, players and fans.

Images used in the collage tell the story of Chelsea from the terrier that played a role in the creation of the club and the development of Stamford Bridge to the £1 note that Ken Bates used to buy it in 1982.

Adidas's campaign, created by the ad agency Iris, is called "Made from 100% Chelsea". Blake was filmed for a "making of" video that will be available online.

The first 10,000 fans to purchase the new home kit, which has a red collar and trim in tribute to the Chelsea Pensioners, will receive a limited edition print of Blake's piece.

This is seriously enough to turn me into being a Chelsea supporter. No more Leyton Orient for me...