Joining forces for a powerful campaign, adidas and Arsenal have announced ‘No More Red’, a powerful joint initiative that addresses knife crime. The campaign will launch with Arsenal wearing a one-off all white kit, removing the Arsenal red against Nottingham Forest in the Emirates FA Cup Third Round.
2021 saw 30 teenage murders in London – the highest number in a single year since records began – with knife attacks accounting for the majority of deaths. In fact, there were more than 10,000 knife crime offences in London between June 2020 – June 2021. They’re shocking statistics, and they directly impact people in and around Arsenal football club. That’s why the club has been working on anti-knife crime initiatives over the last few years, and now adidas lend their support with the ‘No More Red’ campaign.
No More Red will build on Arsenal in the Community’s work with young people in the capital, as well as providing more safe, positive spaces for young people and spotlighting talented individuals who are making a positive difference in their community.
The campaign will be launched by Arsenal when they take the unprecedented step of replacing their iconic red home shirt with an entirely white kit in their Emirates FA Cup tie against Nottingham Forest. Not only is the red removed from the body of the shirt, but also from the club's crest, branding and sponsor, leaving a completely whiteout kit. It has already been announced that it will never be commercially available and will only ever be awarded to individuals who are making a positive difference in the community.
Following the game, the ten shirts worn by outfield players will be gifted to organisations doing work in the community to address some of the root causes of knife crime and youth violence.
Chris Walsh, VP Brand Northern Europe at Adidas said: “There is no simple solution to the issue of knife crime, but through support for the great work done by Arsenal in the Community to address some of the root causes of violent youth crime, we believe that sport can help young people in London to create new possibilities and reach their potential.
“No More Red is a long-term commitment by adidas and Arsenal. By spotlighting people in the community, providing mentorship for talented individuals, investing in physical spaces, and bringing inspirational talent from the creative industries into Arsenal in the Community programmes, we hope to provide more safe spaces, education and opportunity for young people.”
Idris Elba, founder of Don’t Stab Your Future and mentor as part of No More Red said: “From the time young people leave school, until the time they’re at home with family, there is often a void, a dangerous spike of nothing to do, where nothing can easily turn to something dangerous.
“If there continues to be no options for this after-school period, we will always see gangs form. Let’s create options for these young people.”
Ian Wright MBE said: “Every young person deserves the opportunity to express themselves. The opportunity to exist within a safe environment. The opportunity to live free from fear of violence. We can never accept loss of life through youth violence as ‘normal’ in our city and it’s so important that we all work together to create a better environment for young people.
“By giving young people more places to play sport, more support, and access to individuals who can inspire them, together we can help make a difference to young people in London.”
Not available for retail, the shirt will become a symbol of positivity in the community, given to individuals and organisations who are giving back to the community and creating a positive environment for young people.
