In 2021 there were more than 41,000 reported crimes involving a knife or sharp instrument in England and Wales. A stat which is 15% lower than in 2019/20 but that shows there is still much to be done to tackle the issue which largely affects the lives of young people in London each day. To address this and raise awareness, Arsenal FC and adidas’ latest campaign, “No More Red '' saw the Premier League team remove the red from Arsenal’s iconic strip for their FA Cup game on January 9th to symbolise an ambition to eradicate bloodshed on London's streets.

The new campaign was created in partnership with Iris London and sees the kick off a multi-year partnership to support young Londoners at risk of youth violence following the deadliest year on record for teenagers.

By removing the iconic red from Arsenal’s kit, the shocking visual change will gain the attention of sports fans and strive to symbolise hope of no more bloodshed on London streets due to knife crime and youth violence. 

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 campaign activity marks the beginning of a multi-year partnership that will see Arsenal and adidas 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 & adidas will be helping the No More Red 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 film features Arsenal FC legend Ian Wright, and actor Idris Elba as spokespeople, alongside members of the first team including Bukayo Saka and Emile Smith-Rowe highlighting the challenges that are facing young people in London.

Iris London worked to help bring the concept to life, executing the campaign in spite of delays due to covid and long approval processes from governing bodies across football to allow the change of shirt which finally culminated with the FA Cup game. 

The film premiered on ITV alongside Sunday’s game, where Idris Elba spoke movingly of the aims of the campaign. Alongside a host of support on social the campaign will also be boosted by coverage across print & television press.