The bridge between fashion and football.

Football’s link to the fashion world has never been stronger.

Football kits have always been a marker of identity. But these days they are so much more than just a symbol of the team you support, and with the help of the growing Sport Luxe category, they have taken on added symbolism, of cities, regions, nations, or subcultures.

Take Venezia FC for example — for many readers, this will be the first you’ve heard of them — an Italian second-division side that have developed a global cult-following thanks to their fashion-forward approach to selling team merch. Early adopters of a powerful new formula:

Football + Fashion = Extra Revenue

One team that has leveraged this formula superbly well is Arsenal FC. But not just content to follow, they’ve added to it, reconnecting with Adidas, to deliver teamwear that connects to culture, with a heavy dose of nostalgia. Their new formula reads:

(Football + Fashion) x Culture (to the power of nostalgia) = Mega Revenue + Brand Love

The conscious choice to tap into team culture to launch product ranges in a more meaningful way is delivering huge commercial results, while also building deeper fan attachment to both Adidas & Arsenal.

This is how they did it:

Part 1: Evoking the heritage and favourites of yesteryear.

Featuring Arsenal players past and present to launch the Arsenal Adidas originals range. Chief among them, Arsenal player turned super-fan, Mr Ian ‘Wrighty’ Wright.

Part 2: Heroing locals and fan mythology 

Telling the story of legendary Arsenal fan Len, and his many acts of love in the name of The Arsenal, supported by club legends.

Part 3: Connecting to on-pitch success

Tying into Arsenal’s big return to the top echelon of European football, by riffing on the style of European luxury fashion houses.

Meaningful content delivers meaningful returns

Each product range launch is so creatively distinct from the other in style, but also so connected in their use of the Arsenal + Adidas formula. Endlessly rewatchable content for Arsenal fans around the world, while simultaneously driving a rush for the online store.

Yet another prime example of the power of bridging brand and content to create something meaningful for all involved.