Fans across the world each belong to their club. They all feel a unique sense of belonging. It’s why we all wear the same colours, chant the same songs. For this campaign, we needed to dig deeper into belonging to push this chapter of Arsenal forwards and show why they have the best fans in the world.

For a fan, there is nothing more powerful than belief. The Arsenal faithful have always had an elite mentality and believe that no matter what happens on the pitch, they are one of the best clubs in the world, and they will get back to where they belong.

We created a mockumentary about a 60 year old super fan called Len, who embodies the unshakable ‘unbelievable belief’ it takes to belong in the Arsenal shirt. We turned him into a club legend by getting players – past and present – to tell stories about him, and showing how his belief influenced some of the club’s historic moments.

The film is a 3.5 minute mockumentary, where we shifted the spotlight from the players, and made a fan the hero.

For the first time ever, we used a 60+ year old character to launch a football jersey to adidas’ youthful audience. We created a fictional fan to land our message of belief, and demonstrate what it means to ‘believe’ and belong in an Arsenal shirt.

The film is littered with Arsenal insights and easter eggs that only ‘true fans’ (like Len!) will pick up on.

The film was directed by a diehard life-time Arsenal fan.

adidas x Arsenal - Where We Belong

CREDITS

Gold partners