Arsenal FC × Adidas — Award-Winning Brand Activation
Fletch
Published
Working with the team at 442 Design in Edinburgh, I contributed to brand activations for Arsenal FC and the Adidas partnership at Emirates Stadium.
The flagship project was the redesign of The Armoury, the Adidas × Arsenal retail space. During the build, the team hit a wall: the original typeface used on the stadium’s historic signage had been lost. I reverse-engineered the original letterforms, built a custom grid, and hand-drew the typography from scratch so the signage could be matched perfectly. That hand-drawn lettering still sits on the front of the building today.
Alongside The Armoury, the team reimagined Chapman House, Arsenal’s senior management space. That project won the 2019 Scottish Design Award for Interior Design.
I also contributed to the 2019–2020 Adidas × Arsenal strip campaign and a high volume of print and digital advertising across the partnership.
This was agency work at its best, sweating the details on legacy brand activations where the output had to command the respect of millions of fans.