ADIDAS X ARSENAL NO MORE RED
An anti knife crime initiative that broke the mould for how brands and clubs can engage social issues. Adidas created limited all white versions of Arsenal’s iconic red home kit, to be awarded to select London youth striving to achieve their dreams in the city’s knife crime hotspots. Arsenal wore it for one game only in the 21/22 FA Cup to support the award. The No More Red shirt will never go on sale and is an ongoing initiative.
CASE FILM
REACTION + ENGAGEMENT
The campaign was given an unprecedented extended segment on ITV’s pre-match coverage. It also drew praise across the width and breadth of the political spectrum, including The Home Secretary, The Metropolitan Police and The Mayor of London. It went on to dominate sport and urban culture social channels globally.
FIRST ROUND RECIPIENTS
Meet the first round recipients already pushing on with the support of Adidas and Arsenal FC.