Arsenal F.C. Away Kit (Uniform) Global Debut Activation

Arsenal F.C., of the Premier League

“Arsenal’s executive team specifically the CEO, COO, & CCO – were very happy with the outcome…”

– James Swanson
Fan Experience & Brand Marketing - Arsenal F.C.

Overview

Arsenal, the Premier League football club from Islington, London, UK planned to launch its new Adidas away uniform for global audiences in Orlando, FL. The uniform-reveal event, called Little Islington, intentionally coincided with the Premier League’s weeklong international “F.C. Series” showcase matches. The matches pitted Arsenal against Chelsea F.C. (Premier League) and Orlando City S.C. (Major League Soccer). The fan hype was bound to draw huge media attention.

The marketing plan included a private red-carpet party, UK-style, for VIPs and their guests, followed by an American tailgate fan fest open to the public. With the kit unveiling happening on foreign soil, the activation would recreate an authentic Arsenal—and culturally British—look and feel. With only three weeks before the activation, Pinpoint was hired to oversee all aspects of the event production, including producing all branded elements, handling all installations, and sourcing and managing the on-site staffing.

Activations

Little Islington Red-Carpet VIP Party

The private party was to be the first time that the new Arsenal kit would be seen publicly. To authentically create the feel of Islington in the USA, an English-style pub in Orlando, Yeoman’s Cask & Lion. Pinpoint physically transformed the place from top to bottom, in the colors and style of the Arsenal brand.

The event featured a meet-and-greet with Arsenal legends, current players, and the team mascot, “Gunnersaurus,” and was attended by social media personalities, influencers, and celebrities.

Tailgate Fan-Fest

Leading up to the matches, a fan-fest tailgate party event was held on the grounds of Camping World Stadium in Orlando. The public activation included media walls, signage, promotional products, yard games, tents, fencing, and more. A live DJ setting the energy and meet-and-greets with Arsenal legends created an engaging experience with the Arsenal brand.

A highlight of the activation was the opportunity for fans to take a photo with Arsenal’s most prized possession, the Invincibles trophy, for which Pinpoint built a custom pedestal stand.

The Results

Together, the activations resulted in an Arsenal club record: generating over $1 million in apparel-related sales in a 24-hour period. In addition, the tailgate fan-fest attracted 1,000+ new fan entries on an hourly basis. It was a popular, festive Arsenal brand event experience.