10 Jan 2022

By: Sport Industry Group

Arsenal FC has teamed up with adidas to launch ‘No More Red’, a campaign that will support the Premier League club’s work in the community to keep young people safe from knife crime and youth violence.

Under the initiative, more safe spaces to play football will be refurbished, starting with a pitch at Harvist Estate, a short walk away from Emirates Stadium.

Individuals who are making a difference in their community in terms of reducing violence will also be recognised through the programme, with a mentorship scheme supported by various famous faces, including ex-Arsenal striker Ian Wright, actor Idris Elba and DJ Emerald Rose Lewis.

There were more than 10,000 knife-related offences in London in the 12 months through to June 2021. Last year also saw the highest number of teenage murders in a year in London since records began – most of which involved knife attacks.

No More Red launched at the weekend, with Arsenal playing in an entirely white kit in the Emirates FA Cup tie against Nottingham Forest. The kit will never be commercially available and will only ever be given to individuals who are making a positive difference in the community.

“Arsenal in the Community has more than 35 years’ experience supporting young people from inner city areas. We help and support thousands of young people each week and we’re incredibly proud to further this support by launching No More Red in collaboration with adidas,” Freddie Hudson, Head of Arsenal in the Community, said.

“We know young people face multiple challenges as they grow up in today’s world and some need protecting from the pressure of negative influences. No More Red’s investment in football pitches provides us with quality, safe spaces in the heart of our communities. These spaces enable our participants to engage and build relationships with relatable role models who can inspire and support.

“Keeping safe is just one part, No More Red also provides educational opportunities that help individuals make better, informed choices about their future. It also sends a wider message that by pursuing your talent and focusing on aspirations and positive influences, there are alternatives.” 

Chris Walsh, VP Brand Northern Europe at adidas, added, “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.”