'Arsenal State of Mind' continues football’s culture-first repositioning
Arsenal FC’s mixed media effort for its third kit launch typifies the culture-first approach of Premier League teams in 2026.
Football kit launches have become increasingly cinematic in recent years, but Arsenal's latest Adidas third kit campaign is the first to lean on bespoke animation.
Created by Arsenal Creative Studio, directed by Fx Goby and produced by Nexus Studios, 'Arsenal State of Mind' transforms north London into a dreamlike animated landscape where football culture and community collide.
At the centre of the film is model and lifelong Arsenal supporter Adwoa Aboah, who journeys through a hand-drawn version of N5. Live action melts into animation as familiar landmarks, supporters and players emerge in an optimistic vision of Arsenal's identity.
Rather than focusing on trophies or athletes alone, the campaign celebrates a mindset of belonging.
The film features men's and women's players including Noni Madueke, Martín Zubimendi and Steph Catley, but the real stars are the neighbourhood references. Local establishments such as Rowans, JussJerk, Hope Café and, of course, The Emirates, appear throughout, grounding the piece in community reality.
Images all from Arsenal campaign film.Familiar footballing fare
Arsenal's campaign follows in the football boots of teams including Chelsea and Aston Villa, whose recent ads have embraced heritage and more upbeat storytelling around player narratives.
'Arsenal State of Mind' feels more akin to illustrated brand worlds created by Nike or animated club campaigns occasionally seen in South America and Japan.
Yet unlike many animated sports films, which can feel polished to the point of sterility, this work deliberately embraces imperfection.
Fx Goby drew inspiration from sketchbooks and editorial illustration, creating something tactile, human and warm.
Football advertising often sells glory. This sells identity.
Image from Arsenal campaign film.Credits
Client: Arsenal FC
Creative: Arsenal Creative Studio
Creative studio lead: Johnnie Campbell
Creatives: Caio Turbiani, Zoe Botchin
Strategy: Ryan Shoesmith
Director: FX Goby
Production Company: Nexus Studios
Producer: Zoë Kindler-Harris
All images from Arsenal film campaign.
If you enjoyed this article, you can subscribe for free to our weekly email alert and receive a regular curation of the best creative campaigns by creatives themselves.
Published on: