Arsenal FC has penned a love letter to its ‘talent-packed’ home borough of Islington in order to bring its new 2023-24 away kit to a global audience.
Devised by inclusion-led agency Weirdo, the creative revolves around a film that celebrates the ‘fearless originality in the performing arts and football’, featuring a range of Arsenal stars and Islington-grown musical talent.
Launched this week, the film opens to England international Bukayo Saka wearing the vibrant new kit, asking the team bus driver to tune into the fictional ‘Islington FM’.
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“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,” Weirdo creative director and co-founder Louis Persent said.
“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.”
The hero film is a veritable who’s who of Arsenal supporting musicians and actors including Wolf Alice’s Theo Ellis, Spandau Ballet’s Martin Kemp, Sex Education’s Asa Butterfield and Top Boy’s Ashley Walters, among others.
