BingX and Chelsea FC launch new ‘Trained on Greatness’ creative platform via AKQA Australia
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, developed by AKQA Australia, 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.
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.
Says Justine Leong, General Manager, AKQA: “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.”
Says Tara McKenty, Chief Creative Officer ANZ, AKQA: “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.”
Says Pablo Monti, Brand Director, BingX: “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.”
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 Potter
Post-Production: ELMNTL
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