How Arsenal found its people again

There are a multitude of connecting factors that have played their own role in reviving the Arsenal. Firstly, and perhaps most importantly, the synergy between the board, the management, and the players is evident to any spectator. A unified vision combined with consistent and unwavering support for Mikel Arteta is bearing fruit. Arsenal have not only been claiming three points with impressive regularity but there is also a style, a Guardiolan pastiche with a direct mainline built predominantly from young players. This on-field style, the new ‘Arsenal way’ has a particular je ne sais quoi aspect, it works. Yet, as fans and spectators alike have witnessed, Arsenal’s infectious style has not been limited to the area of a football pitch.

Since agreeing to a $391 million deal in 2018, adidas has been creating masterpieces adorned with Arsenal badging. The significance of these kits cannot be understated - see our recent piece delving into the success of this partnership. The kits represent the bridges between fans and the team. Every dynasty needs an emblem, a piece of representative artistry that speaks to who they are without a word being spoken. Fortunately for Arsenal, as the golden years look to be rolling back, they’re gifted with multiple kits, all equally beautiful and essential. 

Taking the most recent release, the adidas x Arsenal France pack celebrates the litany of Frenchmen who have each played catalytic roles in the formation of Arsenal the super-club. Whilst easy to simply dismiss as a marketing ploy, these releases help cement club connections, from fans to players, players to players, and prospective players considering a potential move to the red side of north London. However, understanding the significance of the Arsenal shirt and its importance in revitalising the club, we need some expert understanding. 

Speaking with Tom Canton, Arsenal football journalist, broadcaster, and owner of The Gooner Talk, he explained that: “In my view, the Arsenal 2022/23 away kit is the best designed shirt in the club’s history. Clearly, supporters feel similar as the strip has been sold out for months and a constant call for restocking has persisted throughout the season. The ‘AFC’ mosaic effect on the shirt combined with the bronze colouring on the badge and sponsorships provides a great contrast. The unity between supporters has been rebuilt by Mikel Arteta and the success of the shirt sales is evidence of the financial commitment supporters are again willing to make after years of ownership protests and ‘You Spend, We Spend’ messaging. Arsenal have utterly overhauled the perception of merchandise in recent seasons. Not only has the form of the club encouraged a willingness to invest, but the stunning designs - such as this season’s away kit - make it difficult not to want to own this specific part of the club in what could be a very special season.”

With the January transfer window now closed, Arsenal’s ‘You Spend, We Spend’ approach may have taken a slightly different course, missing out on major targets in Mudryk and Caicedo opting to settle for Chelsea’s regista Jorginho on a short-term contract - an intelligent piece of business given Arsenal’s lack of depth and senior leadership. Equally, Jorginho matches key characteristics embodied within the Arteta philosophy, Arsenal fans will likely warm to him despite his strong Chelsea ties. Yet, as Tom aptly mentions, the quality of the kit coincides with a well-earned rise back to the top of the English football table, meaning fans are more willing to purchase the shirt and support the club in future endeavours. This in turn creates a more cohesive sense of unity, a facet of the club that has been tumultuous over the last five years. 

The impact of the Arsenal kit has been undeniably far-reaching. The Arsenal x adidas collaborations hold great significance in the increasingly popular football-as-fashion movements witnessed globally, perhaps most recently with Kim Karshashian’s acquisition and subsequent wearing of a vintage AS Roma shirt. As logo-mania gradually dissipates for a move towards new formal clothing, Arsenal have remained a pillar of successful branding and logo without compromising their place within the world of sports fashion. Equally, football players are often bastions of contemporary fashion. In part, due to their earnings facilitating their interest, but also as social leaders there is a certain inevitability that footballers are likely to be adorned in various luxury brands. Combine this with on-pitch success, and the Arsenal shirt becomes symbolic of an era-defining side looking to reap as many rewards as possible. Therefore, the cultural value of the Arsenal shirt increases - a commercial benefit to the club as well as a unifying emblem for fans and players. 

Arsenal’s previous ‘Golden Generation’, that of the Invincibles era shares comparable influence as the Arsenal of today, albeit without profile-boosting social media platforms. Again, the formula of today was in-play from 2000-2004: play beautiful football, create a narrative around the club, and create fashionable and unique shirts as emblems of the era. Both Thierry Henry and Dennis Bergkamp immediately spring to mind as players capable of playing beautifully and dressing exceptionally. Their cultural impact, both within the club and outside of it exists to this day - they were the lead designers in Arsene Wenger’s formation of the ‘Arsenal DNA’ a phrase that embodies greater meaning for those on the red side of north London. 

From the invincibles to the team currently sitting atop the Premier League table at the time of writing, their influence on the pitch reverberates into greater society, particularly in fashion. From Henry to Saka, Bergkamp to Nelson, Cole to Saliba, and of course the former Gunner Hector Bellerin, Arsenal have ensured strong ties to the world of fashion for two decades, ties that are now only increasing in strength. As new kits continue to be released, Arsenal’s cultural significance grows. With the ’Arsenal project’ receiving consistent backing, albeit missing out on key targets this January, expect the cultural significance of Arsenal ro continue to develop. 

Arsenal have always maintained a strong community presence, spearheaded by the Arsenal in the Community program which aims at delivering key lessons to 5000 young people per week. Equally, North London has struggled with aggressive knife crime incidents, prompting the club and adidas to produce the No More Red kit, a strong communal message highlighting the need to tackle violent social issues. Communal involvement only looks likely to increase throughout 2023 as the club have kicked-off their Gunners for Change initiative which aims to encourage academy players to get involved with various charitable and communal projects undertaken by the club. 

As Arsenal look to continue their ascent in the hopes of attaining their first Premier League title in two decades, their firm supporter-base and community activities act as a foundational element on which success can stem from. With the fans on-side, everything football-related becomes that slight bit easier.