Arsenal FC and kit partner Adidas teamed up in January for a community cause initiative called ‘No More Red’ aimed at tackling youth knife crime in London and preventing more bloodshed by providing support and safe spaces for young people and working to eradicate causes of violent crime.
The multi-year partnership project launch, developed by the German sportswear giant and the North London club famous the world over for playing in red and white launch, was spearheaded by a unique, all-white Arsenal shirt and a campaign fronted by a line-up of stars headed by actor Idris Elba and club legend Ian Wright.
Created with agency Iris London, the initiative to support young Londoners at risk of youth violence following the deadliest year ever for teenagers in the capital.
The campaign launch revolved around the Gunners setting aside their iconic red home kit for a one-off all-white kit for its 9 January Emirates FA Cup tie against Nottingham Forrest. The kit will not be commercially available: instead it will be awarded to a select group of admirable individuals who are making a positive difference in the club’s community in addressing the root causes behind the knife crime wave. The shirts worn by the players were donated to organisations who work directly with young people.
The initiative is hubbed around a bespoke website which offers fans an opportunity to get a closer look at the Arsenal and adidas’ No More Red’ jerseys as well as a chance to find out more information about the project at www.arsenal.com/NoMoreRed
The initiative was spearheaded by a hero film, directed by Tom Day through Outsider, starring actor and Arsenal fan Idris Elba, club goalscoring legend Ian Wright, plus current Arsenal stars including Bukayo Saka and Emile Smith-Rowe.
The spot, first posted across brand and team social platforms on 7 January, showcases how football in general and Arsenal FC in particular are places of inspiration and was shown on FA Cup broadcaster ITV alongside the game.
To build on the community outreach work @AFCCommunity has been doing for decades, we’ve been working with @adidasfootball to invest in safe spaces and to give more opportunities to support our young people. To inspire young people.
Read more, here https://t.co/4IBGD498Xu
— Arsenal (@Arsenal) January 7, 2022
No More Red.
Every young person deserves an opportunity. Opportunity to express themselves and the opportunity to exist within a safe environment. @arsenal @adidasfootball #createdwithadidas
Read my blog and more info: https://t.co/ir5sSTUj5o pic.twitter.com/TXvxaIDLve— Ian Wright (@IanWright0) January 7, 2022
Supporting content was published across print and television press, as well as social posts across Instagram, Twitter and Facebook all with additional support from both current and ex-Arsenal players and lifelong Gunners fan Elba.
As well as the new kit, Arsenal and adidas will provide increased access to safe spaces in London led by creating and refurbishing safe spaces to play football – beginning with a pitch on Harvist Estate (which is just moments away from the club’s Emirates Stadium).
The project will also provide opportunities for young people within creative industries, while a mentorship scheme is being established with youngsters doing positive work in the community being supported by elite creative talent including Idris Elba, Ian Wright, DJ Emerald Rose Lewis and artist Reuben Dangoor to provide a range of training, opportunities and access to role models in the community.
The community partners include:
● Arsenal in the Community
● The Stephen Lawrence Day Foundation
● Steel Warriors
● Don’t Stab Your Future (DSYF)
● Box Up Crime
● Copenhagen Youth Project
● St Giles Trust
● Abianda
● Octopus Community Network
● The Ben Kinsella Trust
Ian Wright MBE said: “Every young person deserves the opportunity to express themselves. The opportunity to exist within a safe environment. The opportunity to live free from fear of violence. We can never accept loss of life through youth violence as ‘normal’ in our city and it’s so important that we all work together to create a better environment for young people,” commented former Arsenal an d England star Ian Wright MBE.
“By giving young people more places to play sport, more support, and access to individuals who can inspire them, together we can help make a difference to young people in London. The shirt will become a symbol of positivity in the community, given to individuals and organisations who are giving back to the community and creating a positive environment for young people.”
While Hackney-born actor and Arsenal fan Elba (who established an anti-knife crime organization ‘Don’t Stab Your Future’ three years ago) – best known for The Wire and Luther – said giving young people alternatives to joining a gang such as youth clubs or sports facilities was the best way to keep them off the streets.
“It is about options. I don’t think any kid is born into a gang or wanting to be a gang member, but if those gang members are giving you more options about who you are or giving you some credibility,” Elba added. “You are naturally going to go towards that. What do we give these young people? Adidas and Arsenal are working to make sporting facilities more available – that is a practical method of getting kids away from the streets for a couple of hours. It nurtures talent and gives kids an option.”
Comment
‘No More Red’ is a long term commitment and builds on the 35 years of experience developed by ‘Arsenal in the Community’ in supporting young people from inner city areas.
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.
This is a timely and serious football club/apparel partner project which, despite the chaos of the pandemic, shines the spotlight on the devastating effect of London’s spiking wave of knife crime.
Indeed, between June 2020 and June 2021, more than 10,000 knife crime offences occurred and 2021 saw the highest number of teenage murders (30 individual tragedies) in the capital since records began.
There are echoes here of 2021’s Engine’s football-led, stand out and award-winning tackling teen anti knife crime initiative by EA Sport FIFA, Kiyan Prince Foundation and QPR and called ‘Long Live The Prince‘.
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