You can always tell when a crew has had fun on a shoot, and some laughs were definitely had whilst making the promotional film for Arsenal’s 2023/24 third kit, made by the club’s in-house creative studio and produced by Knucklehead. Arsenal says the kit is inspired by the “retro style” of the 1980s and the film folds in further visual references borrowed from mainland Europe, from a glimpse of an Italian moped to a nod to the French new wave.
The cast includes Jurrien Timber and Kai Havertz – featured picking up a paella takeaway – alongside Leah Williamson, Declan Rice, William Saliba and Martin Ødegaard. There’s also a quick shot of Arsenal legend David Seaman early on.
The styling and clever Easter eggs are the star of the show, but we’ve come to expect no less from collaborations between Adidas and Arsenal. In 2021, they created a fun ode to the 90s with a remake of the 1993/94 kit. This year, Iris Agency also worked on an excellent joint campaign from the two leading names, removing Arsenal’s signature red from its kits to raise awareness of knife crime and youth violence.
Design director for football apparel at Adidas, Inigo Turner, says the 2023/24 third kit looks to the past as “an inspiring place to start” when designing for supporters today. “The iconic green away shirt from the 1982/83 season was a one-off and this modern-day expression of this classic blends fashion and football seamlessly. As these worlds continue to collide, we’ve looked to create a kit that is, first and foremost, primed for performance offering the best for the athlete, while also being an eye-catching fashion statement that supporters are proud to wear at matches and away from the stadium.” Readers can find out more about its design here.
GalleryAdidas / Arsenal: 2023/24 third kit film (Copyright © Arsenal, 2023)
Adidas / Arsenal: 2023/24 third kit film (Copyright © Arsenal, 2023)
About the Author
Liz (she/they) joined It’s Nice That as news writer in December 2021. After graduating in Film from The University of Bristol, they worked freelance, writing for independent publications such as Little White Lies, INDIE magazine and design studio Evermade.