Arsenal F.C., the Premier League football club, from Islington, London, UK, planned to launch its new Adidas away kit for the league’s global audience in Orlando, FL, during their USA Tour 2022. As one of the world’s most recognizable sports brands, and with one of the largest fan bases globally, the kit reveal event, called Little Islington, was created to coincide with the Premier League’s weeklong international “F.C. Series” showcase matches, featuring Arsenal against Chelsea F.C. (Premier League) and Orlando City S.C. (Major League Soccer), where the fan hype would draw huge media attention.
The marketing plan included a private red-carpet party for VIP’s and their guests, as well as an American-style tailgate fan-fest that was open to the public. With the team unveiling its new kit in the US, and not their home country, the mandate was made that the activation must recreate an authentic Arsenal, and cultural British, look, feel, and environment within all spaces and touchpoints associated with the event. With only three weeks lead time prior to activation, Pinpoint was hired to produce all branded event elements, handle all installations, source and manage the on-site staffing, and oversee all aspects of event production end-to-end.