Arsenal and adidas say 'no more red'

Adidas/Arsenal FC – No More Red

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Agency iris Worldwide/London
Production Company Outsider
Director Tom Day

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Credits

powered by

Agency iris Worldwide/London
Production Company Outsider
Director Tom Day
Colorist Philip Hambi
Post Production No.8
Sound Designer Parv Thind
Creative Charlie Parker
Creative Jonny Marsh

Executive Creative Director Rachid Ahouiyek
Executive Creative Director Henry Scotland
Executive Creative Director Grant Hunter
Producer Nadia Black
Producer Tex Travi
Editor Kevin Palmer
Talent Idris Elba
Talent Ian Wright

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Created in alliance with Iris London this new campaign for Arsenal and adidas kicks off a multi-year partnership to support young Londoners at risk of youth violence following the deadliest year on record for teenagers in the capital.

The accompanying film, directed by Tom Day through Outsider, stars actor and Arsenal fan Idris Elba, the Gunners' goalscoring legend Ian Wright, as well as current Arsenal stars including Bukayo Saka and Emile Smith-Rowe. They explain that Arsenal FC - and football - is a place of inspiration and in order to affect come change Arsenal has decided to remove the iconic red colouring from their kit while playing in the FA Cup this weekend [January 9] to symbolise no more bloodshed on London’s streets due to knife crime and youth violence.

Although the white kit is not for sale, it will be awarded through the No More Red Collective, a group of young people who are using their creativity to avoid knife crime and inspire those around them.

Over the past three years, adidas and Arsenal FC have been working with Iris London to bring this concept to life, facing delays due to Covid and with getting approval from governing bodies across football to allow the change of shirt. A launch film and supporting content will be published across Instagram, Twitter and Facebook, with additional support from both current and ex-Arsenal players, and lifelong Gunners fan, Elba. The film will also be shown on ITV alongside the game this weekend, with other coverage across print and television press.

This initial activity will be the catalyst to a multi-year partnership supporting young Londoners from communities at risk of violence. Utilising the ‘Arsenal in the Community' team’s 35 years' experience in working with the community, Arsenal and adidas will be helping the collective turn their passions into careers. This group of young people will have additional support from experienced creatives to help them develop their skills, including longtime Arsenal fans, artist Reuben Dangoor and Rinse FM DJ Emerald Lewis.