Arsenal F.C. Away Kit (uniform) Global Debut Activation
Client: Arsenal F.C., of the Premier League
The Ask
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, in collaboration with creative agency Dunn & Co., was hired to oversee all aspects of event production, including producing all branded elements, handling all installations, and sourcing and managing the on-site staffing and partners.
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 create the authentic feel of Islington in the USA, we physically transformed an English-style pub in Orlando (Yeoman’s Cask & Lion) 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.
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.
Let’s Work Together!
Contact Pinpoint for planning, production, installation, and execution of experiential events, fan-fests, festivals, or mobile tour activations. We empower producers to deliver remarkable results.