Arsenal and Adidas shoot to top of advertising league

One week in to the new Premier League season and Brighton & Hove Albion have soared like seagulls to the top of the table, thanks to the 3-0 win over Everton last weekend, but Arsenal have jumped straight to the top of the advertising league, according to a new analysis.

System1 maintains that its Test Your Ad platform shows the Gunners’ new creative with Adidas has scored a maximum star score of 5.9 among the club’s fans.

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

Some key references include The Gooner Gazette, a nod to the club’s nickname which dates back to the 1970s; Yellow Ribbons, a reference to the club anthem “She Wore a Yellow Ribbon,” which became popular in the 1970s; Transfer Obsessed, highlighting the stereotypical obsession Arsenal fans have with transfer rumours; and Crazy Hair Day, a tribute to the wild hairstyles of former Arsenal player Freddie Ljungberg, particularly his 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 have been purposefully designed to engage Arsenal’s dedicated fanbase.

Broad appeal was never the goal here. Instead, Adidas leaned into storytelling that unites 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.

System1 head of marketing Jess Messenger said: “Some of Arsenal’s most memorable moments have come while 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.”