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Arsenal Removes Red from Its Kit to to Symbolise ‘No More Bloodshed’ on London’s Streets Due to Knife Crime

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Ian Wright and Idris Elba star in campaign from Iris London

Arsenal Removes Red from Its Kit to to Symbolise ‘No More Bloodshed’ on London’s Streets Due to Knife Crime

Premier League football team, Arsenal FC, and iconic sports brand adidas have today announced the 'No More Red' campaign, removing the red from  Arsenal’s iconic red strip for their FA Cup game on January 9th to symbolise an ambition to eradicate bloodshed on London's streets.

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. 

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 & 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. 

The campaign features Arsenal FC legend Ian Wright, and fan Idris Elba as spokespeople, alongside the first team including Bukayo Saka and Emile Smith-Rowe highlighting the challenges that are facing young people in London.

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

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Client: adidas Football

Advertising Agency: Iris London

Agency Creatives: Charlie Parker, Jonny Marsh

Agency Creative Director: Rachid Ahouiyek, Henry Scotland, Grant Hunter

Planner: Ben Milligan

Account Director: Theo Jenkins, Harry Cleaver

Account Manager: Dyfed Thomas

Business Director: Ben Buchanan

Agency Producer: Nadia Black, Emily Hendrey

Design Director: David Missen

Retouch: Paul Johnstone, Kevin Relf, Steve Sims, Sophie Hewitt

Artwork: Billy Thomas, Kyle Nagel, Rebecca Koss


Production Company: Outsider

Production Company Producer: Tex Travi

Director: Tom Day

Editor: Kevin Palmer

Grade: Philip Hambi @ MPC

Post-production: No. 8

Audio post-production: Parv @ Wave


Production Company: Alt Films

Production Company Producer: Ben Padfield

Director: Adam Loveday-Brown

Editor: Adam Loveday-Brown, Iain Finlay, Jamie Jones

Post-production: Coda Post Production / Alex Dow

Audio post-production: Coda Post Production

Iris, Mon, 10 Jan 2022 12:31:00 GMT