To celebrate the launch of Arsenal’s new away kit Weirdo has helped to create a campaign that pays homage to Arsenal’s hometown of Islington.

Combining the performing arts with sporting talent, the campaign highlights the wealth of originality and creativity coming out of North London.

Arsenal players feature in the film alongside big names from music and entertainment, including the likes of Mabel and Asa Butterfield. Stars of the campaign are all tied together by a fictional radio station, ‘Islington FM’, which travels across seas to bring the borough’s best music to global ears. The video features the soundtrack  ‘Number One Candidate’ by AntsLive.

Neon green and black, the kit’s new colours are used in almost every shot, establishing a consistent background for varying scenes across different locations. The colours are weaved into lighting, graphics, costume, and props to show that even while away the team remains rooted to their hometown. 

The film rests on the narrative that: ‘North London is never far away’. With its fictional radio station, it pulls together talented Arsenal supporters who are scattered across the globe. In the station’s studio, clocks on the wall show the time for Los Angeles, Islington, and Sydney - implying a cross-global connection.

Audiences see Bukayo Saka listening to ‘Islington FM’ on a bus, Asa Butterfield listening from a dressing room in America, and Arsenal captain, Martin Ødegaard, listening mid-air. Highlighting the club’s musical supporters, the hero film also features Theo Ellis from Wolf Alice, singer Mabel, Martin Kemp of Spandau Ballet, and Islington-raised music group, NSG. With musicians from a range of eras and genres, Weirdo demonstrates Arsenal FC’s wide range of fans.

Louis Persent, Creative Director and Co-Founder of Weirdo, explained: “This kit is probably the loudest and most unconventional in Arsenal’s history. With all eyes on the club’s talented young squad, we’ve found our inspiration in Arsenal’s boldest supporters – unique musical artists who, just like the squad, have to perform far away from home. As soon as we saw the wavy lines of the kit we thought of radio waves and we hope we’ve created a campaign that amplifies some of North London’s most original creative voices all around the world.” 

As part of the campaign, posters were stuck up in Islington advertising the fictional radio station. World-building went even further when Islington FM arrived in Los Angeles for a live event. The show concluded with a performance of ‘Number One Candidate’ by AntsLive. In the same vein, Weirdo created ‘Little Islington’ for last year’s away kit launch. 

The campaign has been created with fans and community front of mind, demonstrating how the club’s home reaches beyond a physical place. Reinforcing its commitment to the club’s community, Arsenal FC and Weirdo have ensured fan inclusivity with a version of the film that has audio description from AntsLive. A reflection of the club’s ongoing commitment to inclusivity.