System1: Adidas ad a Huge Winner with Arsenal Fans

Aug. 21, 2024

With the new Premier League season underway, Arsenal have jumped straight to the top of the advertising league: their new creative with Adidas has scored a maximum star score of 5.9 amongst their fans, according to Creative Effectiveness Platform System1.

System1’s Test Your Ad platform assigns creative a score of 1.0 to 5.9 Stars based on long-term brand-building potential, with dynamic emotional stories and feelings of happiness driving the strongest results.  

Fronted by Hollywood star and Arsenal fan Will Poulter, the campaign cleverly incorporates Easter eggs that reward repeat viewings—subtle details that non-fans might miss but that resonate deeply with the Arsenal faithful. These hidden gems create significant positive uplift and emotional intensity among Arsenal fans. Some key references include:

• The Gooner Gazette: A nod to Arsenal’s fan nickname "Gooners," which dates back to the 1970s. The nickname is believed to have originated from the rowdy fan behaviour during that era, though some trace it back to the jokester nature of former boss Herbert Chapman.
• Yellow Ribbons: A reference to the club anthem "She Wore a Yellow Ribbon," which became popular in the 1950s and 70s, especially during Arsenal’s FA Cup finals in 1978 and 1980 when the team wore yellow shirts. The song remains a staple among the fanbase
• Transfer Obsessed: The ad playfully highlights the stereotypical obsession Arsenal fans have with transfer rumours, from tracking private jets to analysing social media for clues about new signings.
• Crazy Hair Day: A tribute to the wild hairstyles of former Arsenal player Freddie Ljungberg, particularly his iconic red Mohican from the 90s.

While these references might go unnoticed by a general audience—reflected in a lower 2.1 Star Rating nationally—they’ve been purposefully designed to engage Arsenal’s dedicated fan base. Adidas understands that broad appeal wasn’t the goal here. Instead, they’ve leaned into storytelling that unites and excites Arsenal supporters. And to capture the emotional intensity of other fanbases, Adidas is also backing clubs like Manchester United, Fulham, Aston Villa, and Newcastle United with tailored campaigns.

Jess Messenger, Head of Marketing, System1 said:

“Some of Arsenal’s most memorable moments have come whilst decked out in Adidas kits, and this latest collaboration taps into this rich history. By featuring iconic Arsenal players, images and symbols, Adidas’ creative effectively drives the deep connection and emotional intensity that every supporter craves.”