The "This is Home" campaign by adidas and Arsenal, launched in the UK in July 2019, centers on reinforcing a deep emotional connection between the club, its players, and fans by positioning the Arsenal home jersey as a symbol of identity and belonging. The brand proposition emphasizes authenticity and pride, highlighting the jersey not just as sports apparel but as a tangible representation of home, heritage, and personal performance. By showcasing the jersey within the context of elite football performance, adidas aligns the product with both elite athleticism and community roots.
Strategically, the campaign leverages a performance-driven creative angle, aiming to resonate with passionate football supporters who see the sport as integral to their identity. The insight taps into the dual loyalty of fans—both to their club and the sport itself—invoking a sense of ownership and pride in wearing the club’s colors. By featuring global football innovators and connecting to the broader adidas Football ecosystem, the campaign extends its appeal beyond Arsenal fans to a wider audience of football enthusiasts who value cutting-edge performance gear. The use of digital film as a medium, supported by adidas’s extensive social presence and multiple team endorsements, underpins a market strategy focused on immersive, behind-the-scenes storytelling that fosters an aspirational connection while driving product relevance. This approach positions the jersey as an essential asset for both serious players and devoted fans, reinforcing adidas’s role in advancing football performance and culture.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This campaign, "This is Home," for adidas and Arsenal centers on the launch of the 2019/20 Arsenal Home Jersey. Metadata references exclusive player access and behind-the-scenes content, spotlighting athlete ambassadors and fans. The campaign is rooted in performance (genre) and invokes shared identity (“Home”)—not via a linear story or problem/solution but through aspirational associations with elite players and club culture. It leverages highly relatable/aspirational user imagery: star athletes and passionate supporters embodying the brand’s spirit, drawing in sports fans through identification with admired footballers and community pride.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Nike – Market Positioning
Nike positions itself as an innovative leader in sportswear by focusing on cutting-edge technology, athlete endorsements, and inspirational storytelling that emphasizes empowerment and performance. Its brand appeals broadly to professional athletes and lifestyle consumers seeking premium, high-performance products combined with strong cultural relevance.
2. Puma – Market Positioning
Puma blends performance with fashion-forward designs, targeting a youthful audience that values both sport functionality and street-style appeal. The brand leverages collaborations with celebrities and athletes to maintain a dynamic, trend-conscious image in the performance and lifestyle segments.
3. Under Armour – Market Positioning
Under Armour emphasizes high-performance athletic gear with a focus on advanced materials and training technology, catering especially to serious athletes and fitness enthusiasts. The brand is known for promoting grit, resilience, and innovation in sports apparel and footwear.
4. New Balance – Market Positioning
New Balance centers on quality, comfort, and fit, appealing to athletes and casual wearers who prioritize functionality and durability. It differentiates through a heritage of manufacturing excellence and often highlights its commitment to domestic production and technical innovation in running shoes.
5. Reebok – Market Positioning
Reebok targets fitness-oriented consumers with a strong emphasis on functional training and CrossFit culture, blending sport and lifestyle elements. The brand differentiates itself by focusing on community-driven, high-intensity workouts and nostalgic retro styles that resonate with active, health-conscious individuals.
Q: What is This is Home about?
A: This is Home is a professional campaign launched in the United Kingdom in 2019, created by the agency Iris for adidas and Arsenal. The campaign centers on the release of the 2019/20 Arsenal FC home jersey, using a film to immerse audiences in the world of elite football. By offering exclusive behind-the-scenes access to players and teams, the campaign highlights adidas Football’s commitment to innovation and performance while celebrating the emotional connection between the club, its players, and supporters. The film positions the new home kit as a symbol of identity, pride, and belonging for fans and athletes alike.
Q: What creative device does This is Home use?
A: This is Home employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. The campaign leverages highly relatable and aspirational imagery, showcasing both star athletes and passionate supporters who embody the spirit of the adidas and Arsenal brands. By focusing on admired footballers and the shared pride of the fan community, the film invites audiences to identify with the players and the club, fostering a sense of belonging and aspiration that is central to the campaign’s creative approach.
Q: What is the campaign proposition for This is Home?
A: The campaign proposition for This is Home positions the Arsenal home jersey as more than just sportswear—it is a symbol of identity, heritage, and personal performance. adidas and Arsenal target passionate football supporters who view the sport as integral to their sense of self, emphasizing authenticity and pride in wearing the club’s colors. By aligning the product with elite athleticism and community roots, and by leveraging endorsements from global football icons, the campaign appeals to both dedicated Arsenal fans and a broader audience of football enthusiasts who value cutting-edge performance gear.
Q: How does This is Home rank in Clapboard's archive?
A: This is Home holds a Clapboard Campaign Score of 69/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive.
Q: Who are the competitors in adidas and Arsenal's category?
A: In the sportswear and football apparel market, adidas and Arsenal compete with several global brands. Nike is positioned as an innovation leader, blending athlete endorsements with inspirational storytelling and a broad appeal to both professionals and lifestyle consumers. Puma targets a youthful, trend-conscious audience by merging performance with fashion-forward design and high-profile collaborations. Under Armour focuses on high-performance gear and advanced training technology for serious athletes, while New Balance emphasizes quality, comfort, and manufacturing heritage. Reebok differentiates itself through community-driven fitness culture and retro-inspired styles for active, health-conscious consumers.
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