The archive · Advertising · Marketing decision · 2023–2024
Arsenal launches 23/24 third kit with one film shot in LA and London — record sales
For its Champions League away kit, Arsenal shot the men's squad in LA and Leah Williamson in London, joining both into one film — record kit sales.
Arsenal
What it had to solve
Arsenal qualified for the Champions League for the 2023/24 season and needed a launch for its new European away (third) kit that would work across the club's social channels and in-store at its shop, The Armoury.
How it works
Arsenal's return to the Champions League for 2023/24 gave the club a European away kit to launch. The film had to work where kits are bought and seen — across Arsenal's social channels and in-store at The Armoury — and it had to make an away strip feel like an event rather than a product change.
The creative move was to treat two continents as one launch. The production shot the men's players in Los Angeles and Leah Williamson in London, then brought the separate scenes together harmoniously in post, so the finished film reads as a single stylish, continent-spanning journey — Arsenal's return to Europe made visible in the work itself.
The sales followed the film's promise. Launch day became the biggest day of sales Arsenal Direct had ever recorded and the biggest US sales day for an Arsenal kit launch, and the third kit outsold the club's other two jerseys by more than 2x over the first three days. Anecdotally, the cardigan Odegaard wears sold out on ASOS within 24 hours. The D&AD awards archive keeps the launch film with these figures on its page.
Why it lands
- Two continents cut into one film made the return to European football the message of the work, not a caption beneath it.
- Including players from both the men's and women's sides in one launch spread the moment across the whole club's following.
- Selling through Arsenal Direct and socials turned the film into a storefront, so the record launch day was the idea's result, not a coincidence.
- The ASOS sellout of Odegaard's cardigan shows the launch created a fashion moment fans could buy beyond the kit itself.
What it did
Kit sales went far beyond Arsenal's expectations. Launch day was the biggest ever day of sales on Arsenal Direct and the biggest US sales day for an Arsenal kit launch; the third kit outsold the other two jerseys by more than 2x over the first three days. Anecdotally, the cardigan Odegaard wears in the film sold out on ASOS within 24 hours.
What you can take
Production can be the proof: a launch film shot on two continents and cut into one seamless story makes the return a club is selling visible in the work itself.
Since then
The 23/24 third-kit launch stood as Arsenal's biggest-ever day of sales on Arsenal Direct and its biggest US kit launch, with the third kit outselling the other two jerseys by more than 2x in the first three days. The D&AD awards archive keeps the film as a club-product launch where two shoots on two continents were joined into one seamless whole — and the sales records followed the film's reach.
Sources
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