No More Red

The Challenge

In a saturated sports market, arsenal needed to prove their commitment to London’s youth – an audience traditionally hard to reach. adidas worked with the Iris Strategy team – identifying that with the closure of 750 youth centres over the past decade, the city faced a growing crisis of knife crime and youth violence. The challenge was clear: create an initiative that would not only reduce this alarming trend, but inspire positive change within the community.

The Approach

adidas and Arsenal designed a historic, first-of-its-kind all-white Arsenal shirt. Removing the club’s iconic red symbolized their pledge to stop the bloodshed on London’s streets. This bold statement was made during Arsenal’s first FA Cup match of the 2021-22 season, and amplified by a launch film broadcast during ITV’s pre-match coverage. It has continued every season since.

To extend the impact beyond the pitch, the No More Red Collective was created — awarding the white kit to young people who have inspired others to reject knife crime. The campaign gained powerful momentum, with support from current and former Arsenal legends like Bukayo Saka and Ian Wright, alongside cultural figures including Idris Elba.