Islington-based football club Arsenal has unveiled its 23/24 away kit with adidas, paying homage to the club’s roots in a powerful audio marketing campaign. Together, the Arsenal x adidas 23/24 Men’s Team Away Kit takes over the fictional radio station Islington FM with a lineup of local artists and footballers.
The introduction video opens with an image of the globe painted electric yellow, the same colour as the Arsenal x adidas kit. Islington FM begins its broadcast live from the Emirates Stadium, featuring a rap track by AntsLive and several starlets. Even if you’re on the ground or up in the air, Islington FM is the station to tune in to.
Presenting the cultural influence, style, and energy of the sports club, Theo Ellis, Scratch, Asa Butterfield, AntsLive, Ashley Walters, Sherelle, Martin Kemp, the Highbury Youth Choir, and the London Sinfonietta are some of the familiar faces in the video.
The club’s footballers Bukaya Saka, Alex Zinchenko, Gabriel Martinelli, Martin Odegaard, and William Saliba also appear in the video.
Arsenal x adidas 23/24 Men’s Team Away Kit
The striking away kit features an electric yellow base with light blue accents and fluid black lines. The map of Islington inspired the black lines, and incorporating it into the design helps players feel at home no matter where they are.
Arsenal player Gabriel Martinelli said, “It’s a fresh look and it really brings to life the style of Arsenal. Our supporters are incredible and it’s great that adidas and the club have created this design to celebrate them and our roots in north London.”
The shirt’s on-field version uses HEAT.RDY technology for comfort during play. On the other hand, the replica version uses a sweat-wicking AEROREADY technology to absorb sweat and keep players dry. Made of completely recycled materials, the Arsenal kit is part of adidas’ initiatives to end plastic waste.