Revealing Arsenal’s New Third Kit to The Global Stage

The Challenge

As a primary sponsor of renowned UK football team Arsenal, PUMA worked closely with the team to design and reveal their new 2017/18 season kits. To launch Arsenal’s Third Kit and as part of their 2017 tour, six top players were flown to Sydney. This was the first time Arsenal had come to Australia in 40 years, and was the first time they would reveal a kit on Australian soil. opr was engaged to generate awareness and excitement around the Arsenal player’s arrival in Australia, and the reveal of the new kits with PUMA at the heart of all activity.

The Insight

This was the first time PUMA had unveiled an Arsenal kit in Australia – with Arsenal unveiling to spearhead the launch of all PUMA sponsored kits with local clubs across the world.

The Strategy

We unveiled the new Arsenal Third Kit at Fort Denison in Sydney Harbour – set against the iconic backdrop of the Sydney Opera House and Sydney Harbour Bridge – to ensure there was compelling visuals that would capture the attention of national and global media. We hosted media and key stakeholders on the Fort Denison island for the spectacular kit reveal as the sun set against the Harbour, capturing striking footage which was distributed immediately to news outlets across the globe, before top-tier media interviews were hosted on-site to generate further media outcomes.

The Impact

The campaign was hugely successful in driving awareness of Arsenal’s new kit and its sponsorship with PUMA – with coverage extending beyond Australia and right throughout the UK and Europe. We achieved over 100 pieces of unique coverage across news, lifestyle, online, TV and radio media – with highlights including global coverage secured in The Telegraph, Mirror UK, The Sun, News Corp and ESPN. Key sports journalists from top-tier outlets attended the launch including Sky News, FOX, ESPN, Daily Telegraph and AAP.