A community initiative to stop the bloodshed and provide opportunities for young people
In 2021, London saw the highest number of teenage murders on record.
To tackle the problem, we created No More Red, an initiative that will see adidas support the long-standing work being done by Arsenal to keep young people safe from knife crime and youth violence.
To generate noise around the initiative we created a moment that got the nation, and the world, talking. The campaign kicked off with a bold statement removing the iconic red from the Arsenal home kit, to create an all-white kit that is controversially the same colour as their rivals Tottenham. adidas & Arsenal teamed up with lifelong Arsenal fan Idris Elba and Arsenal legend Ian Wright to help launch the kit.
The special white kit was worn in game by Arsenal live on National TV in one the biggest moments in the sporting calendar, the FA Cup. The broadcast included a 10-minute discussion pitch side about the campaign and issues before the game with Idris Elba and Ian Wright, and our hero film being played live on TV too. Prior to the match, there were also feature articles in national press which laid out the campaign ahead of the busy weekend of football.
The white shirt was not for sale. It was only awarded to young people in London through the No More Red Collective. Giving them access to paid projects, mentorship and support from adidas and Arsenal to help make their ambitions a reality.
Alongside the Collective, we built new pitches and safe spaces for football in the heart of the community and will continue to invest money to build and update these spaces each year. The shirts worn in the FA Cup game were given to 10 knife crime charities to recognize their hard work as well as invite them to be partners in the campaign moving forward.
No More Red is a commitment that will continue into the future.
- People worldwide saw the campaign
- Of UK population saw the campaign
- Pieces of global coverage
- Spent on paid media
No More Red
In 2021, London saw the highest number of teenage murders on record. To tackle the problem, we created No More Red, an initiative that will see adidas support the long-standing work being done by Arsenal to keep young people safe from knife crime and youth violence.