adidas and Arsenal work in collaboration to launch the No More Red initiative with the purpose of combating youth knife crime. The two join forces to create a special edition jersey to help invest and refurbish safe spaces to play football along with a mentorship scheme that pairs youth in the community with creatives.
Some of the creatives include the names of Idris Elba, Reuben Dangoor, and Ian Wright. The jersey is all-white in terms of the color palette and is set to be worn by the team during the FA Cup 3rd round as they play against Nottingham Forest. These kits won't be available commercially and will be donated to community organizations that help find the root causes of knife crime and violence.
Image Credit: adidas
Key Themes Behind This Trend
- Youth Violence Prevention
- Collaborations between sports brands and communities to combat youth violence can lead to the creation of new mentorship programs and safe spaces for children.
- Social Responsibility Camapaigns
- Developing social responsibility campaigns centered around sports can lead to a more positive relationship between the brand and consumers, as well as increased collaboration within local communities.
- Creative Partnerships in Sports
- Collaborations between athletes, artists and other public figures can lead to unique, limited edition merchandise and inspired marketing campaigns.
Where This Applies
- Sports Apparel
- Sports brands can incorporate social responsibility initiatives into their product offerings for increased positive brand recognition and to combat issues such as violence and crime.
- Youth Outreach Programs
- Community organizations can partner with sports brands and athletes to provide more resources and mentorship opportunities for at-risk youth in their communities.
- Marketing and Branding
- Sports brands can leverage collaborations with public figures to create unique marketing campaigns and limited edition merchandise that resonate with consumers and promote positive social messages.
