Arsenal FC and adidas launch “No More Red” campaign to tackle knife crime

arsenal fc and adidas tackle knife crime with idris elba

Premier League football team, Arsenal FC, and iconic sports brand adidas have today announced the “No More Red” campaign in a bid to tackle out of control knife crime in London.

In an unusual move they will be removing the red from Arsenal’s iconic red strip for their FA Cup game on 9 January to symbolise an ambition to eradicate bloodshed on the UK capital’s streets.

The campaign was created by Iris London and comes amid rising incidents of fatal attacks across London.

Arsenal red 

Although the white kit is not for sale, it will be awarded through the No More Red Collective, a group of young people who are using their creativity to avoid knife crime and inspire those around them.

This initial activity will be the catalyst to a multi-year partnership supporting young Londoners from communities at risk of violence. 

Utilising the ‘Arsenal in the Community’ team’s 35 years’ experience in working with the community, Arsenal and adidas will be helping the collective turn their passions into careers. 

This group of young people will have additional support from experienced creatives to help them develop their skills, including longtime Arsenal fans; artist Reuben Dangoor and Rinse FM DJ Emerald Lewis.

The campaign features Arsenal FC legend Ian Wright, and fan Idris Elba as spokespeople, alongside the first team including Bukayo Saka and Emile Smith-Rowe highlighting the challenges that are facing young people in London.

“The idea that Arsenal are going to come out in an all-white kit and say ‘No More Red’ will hopefully make people think ‘Hang on, what’s going on here?’ – then look further and try and find out more,” Elba told Sky Sports News.

“I hope it makes an impact that ripples into other football clubs and inspires other collaboration ideas, and investment in practical things to help young people, whether that’s football pitches, or youth centres like the one I went to in Forest Gate where I played sport and where I actually fell in love with film.

“We need to give young people, especially teenagers, another option and an alternative to knife crime and gangs. It’s about what we can offer them as an option.”

Over the past three years, adidas and Arsenal FC have been working with Iris London to bring the concept to life, amongst delays due to covid and with getting approval from governing bodies across football to allow the change of shirt, finally culminating with this FA Cup game. 

A launch film and supporting content will be published across Instagram, Twitter and Facebook, with additional support from both current and ex-Arsenal players and lifelong Arsenal fan, actor Idris Elba. 

The film will also be shown on ITV alongside the game on Sunday, with other coverage across print and television press.