From Africa To The Arsenal

As a lifelong Arsenal fan, the club has always been more than just football to me—it’s a part of my identity. Growing up in North London, where Arsenal runs through the veins of the community, the team shaped my creative journey in ways I could never have imagined. So, when I was invited to creative direct both the strategy and creative launch of the latest away kit, it wasn’t just another project—it was the realisation of a lifelong dream.

This wasn’t any ordinary kit. Designed by my good friend Foday Dumbuya at Labrum, it symbolises the deep and enduring connection between Arsenal and Africa. It honours the legacy of legends like Kanu, Lauren, and Rachel Yankey, while celebrating the present-day brilliance of players like Bukayo Saka, Gabriel and many more. This kit is more than just fabric—it’s a tribute to the diaspora, a celebration of African talent, and a testament to the influence Arsenal has had on the Premier League and beyond.

For the 2024/25 season, both Arsenal and adidas felt it was time to put this story centre stage, creating a design that will undoubtedly go down in history.

Bringing this vision to life was a true collaboration between so many including Arsenal, adidas, Elephant Room, and the team at Zero Formation. As Creative Director, I worked to ensure the campaign not only honoured Arsenal’s heritage but also pushed forward new talent behind the lens, including emerging director Sau Ali. Together, we crafted a narrative that merged the club’s storied past with its bright future.

The campaign itself was as dynamic as the kit it celebrated. Arsenal legends stood shoulder-to-shoulder with current stars like Timber, Leah Williamson, and Bukayo Saka, embodying the timelessness of Arsenal’s influence. We also brought in local fans and the wider Arsenal community, weaving them into the story through activations, films, and photography. The result was an explosion of energy and pride, both on and off the pitch.

To be trusted with such a project—for the club I’ve loved all my life—was an honour I can scarcely put into words. This wasn’t just a kit launch; it was a moment in history, a celebration of Arsenal’s soul, and a tribute to the countless stories that make this club what it is. It’s a memory I’ll cherish forever, not just as a creative, but as a fan.