Premier League soccer club Arsenal removed the iconic red from its kit this weekend for a match, as part of a campaign with sponsor Adidas to highlight knife crime in the U.K. capital.
On Sunday, for Arsenal’s FA Cup match against Nottingham Forest played in a special all-white kit with even the Adidas logo sans color. The campaign, conceived by Iris, is called "No More Red" and is promoted via a video fronted by Idris Elba and former Arsenal and England player Ian Wright, in which they explain that knife crime blights the north London streets just yards away from Arsenal's stadium. The spot ran across social media and aired on broadcaster ITV alongside the game this weekend.
This initial activity kicks off a multi-year partnership supporting young Londoners from communities at risk of violence. Arsenal and Adidas have formed the No More Red collective to help young people turn their passions into careers, with the help of London creatives and Arsenal fans such as artist Reuben Dangoor and Rinse FM DJ Emerald Lewis.
The campaign has been three years in the making, after delays due to the pandemic and with getting approval from soccer's governing bodies to approve the shirt change.
This is the second campaign in a month to have used an actual soccer kit to highlight a charitable initiative; in December, a campaign by charity Shelter and Dark Horses highlighted homelessness by having players wear their "away" kit rather than home strip for holiday period games.