Arsenal and adidas' Innovative Approach to Tackle Youth Knife Crime in London

• Security & Public Safety

• Sales & Marketing

The year 2021 was the deadliest year for teenagers in London, with the number of homicides reaching its highest levels since 2008. Out of 30 teenagers, 27 were stabbed to death. This alarming situation was exacerbated by the closure of 750 youth centers over the last decade, leading to 4,500 youth workers losing their jobs. As a prominent and influential entity in the community, Arsenal FC felt the need to address this escalating issue. The challenge was to find a proactive and impactful way to address the rising knife crime and youth violence in London.

The customer in this case is adidas, a multinational corporation that designs and manufactures shoes, clothing, and accessories. As one of the largest sportswear manufacturers in the world, adidas has a significant influence in the sports industry. The company has a long-standing partnership with Arsenal FC, one of the most successful clubs in English football. Together, they have a strong presence in the community and a shared commitment to social issues, which they demonstrated through their joint initiative to tackle youth knife crime in London.

In response to the escalating knife crime statistics, Arsenal FC, in collaboration with adidas, came up with an innovative idea. They designed a unique, all-white Arsenal shirt, removing the iconic red color to symbolize an end to bloodshed on London's streets due to knife crime and youth violence. The white kit was not for sale and was awarded through the 'No More Red Collective' to young people who were using their creativity to avoid knife crime and inspire others. A launch film was created and published across social media with support from current and ex-Arsenal players, as well as famous Arsenal fan Idris Elba. The film was also shown on ITV in the pre-match coverage of the FA Cup Game. Longer-form films were also created to further highlight the issue and show how role models and creativity can form part of the solution.

• The campaign garnered significant organic coverage on ITV pre-match channels, major news channels, and sports press including BBC, Sky Sports, COPA90, and many more. It received praise from notable figures such as footballer David Beckham, Home Secretary Priti Patel, and Mayor of London, Sadiq Kahn. While it's too early to understand the long-term impact of the campaign, the sentiment and halo effect has been outstanding. The initiative has not only raised awareness about the issue of knife crime and youth violence but also highlighted the role of creativity and role models in providing a solution.