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January 14, 2022
In a response to last year’s record of the highest number of teenage murders in a year in London – most of which involved knife attacks – the Premier League’s Arsenal F.C. and adidas have launched the ‘No More Red’ initiative to tackle the root cause of youth violence and provide safe spaces and more opportunities for young people.
Knife crime involves an object with a blade or sharp instrument and disproportionately affects young and disadvantaged people. By March 2021, there were around 41,000 (selected) offences involving a knife or sharp instrument in England and Wales. By the end of the year, London had witnessed its worst-ever annual death toll from teenage homicides with 30 boys and young men killed. Most were victims of knife crime.
Launched on January 7, No More Red, a direct reference to no more bloodshed, builds on the football club’s social impact arm, Arsenal in the Community’s work with London youth. It also aims to provide more safe and positive spaces and spotlight talent who are making a difference in their community.
Since 2018, adidas has supplied Arsenal’s player kits. As part of the campaign, adidas replaced the football club’s iconic red home shirt with an entirely white kit, which they sported at the Emirates FA Cup tie against Nottingham Forest on January 9. The kit won’t be available commercially and will only ever be awarded to individuals who are making a positive difference in the community.
Following the match, the ten shirts worn by players were gifted to organisations doing work in the community to address root causes of knife crime and youth violence. These shirts are hoped to become a symbol of positivity in the community, given to individuals and organisations creating a positive environment for young people.
adidas will also be supporting by:
- Investing in creating and refurbishing safe spaces to play football, starting with a pitch on Harvist Estate next to the Emirates Stadium
- Creating a ‘No More Red’ mentorship scheme where young people doing positive work in the community will be supported by creative talent including Idris Elba, Ian Wright, DJ Emerald Rose Lewis, Ruben Dangoor and more
- Providing access to its talent network who will make regular contributions to Arsenal in the Community programmes that provide wide range of training, quality spaces, positive role models and tangible opportunities for young people
“Every young person deserves the opportunity to express themselves. The opportunity to exist within a safe environment. The opportunity to live free from fear of violence. We can never accept loss of life through youth violence as ‘normal’ in our city and it’s so important that we all work together to create a better environment for young people,” said Arsenal legend, Ian Wright MBE.
“By giving young people more places to play sport, more support and access to individuals who can inspire them, together we can help make a difference to young people in London.”
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