LABRUM, Arsenal, and adidas Make History with Pitchside Runway Show at Emirates Stadium
The Power of Collaboration: Football and Fashion Unite in a Unique Fusion
LABRUM London, Arsenal, and adidas recently made a historic move by hosting a unique runway show right on the pitch at Emirates Stadium, marking a first for the iconic venue. This event, part of the London Fashion Week Spring/Summer 2025 schedule, extends their creative partnership, which debuted with the launch of Arsenal’s 2024/25 away kit earlier this year in July.
The show opened with a spoken word performance by grime artist and Arsenal supporter Ghetts. It was followed by appearances from notable figures across different cultural industries, including Clara Amfo, Mawaan Rizwan, Amanda Reifer, Michael Dapaah, and Arsenal midfielder Declan Rice, who walked the runway in his role as an adidas athlete.
LABRUM London, known for its dedication to spotlighting African narratives, worked with Arsenal and adidas to celebrate how football fosters a sense of unity and belonging worldwide. This collaboration shines a light on the diversity of Arsenal’s local and global fanbase, while also honoring the significant cultural connections that football creates.
A highlight of the show was the reinterpretation of Arsenal’s 2024/25 away kit, presented in the form of a tailored suit. This fresh take on the kit illustrates the blending of football and fashion, showcasing how both industries can intersect in innovative ways. The Pan-African Union colours were also incorporated into adidas’ iconic three stripes, underscoring the deep ties between Arsenal and the African diaspora in London and beyond.
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Foday Dumbuya, Creative Director and Founder of LABRUM London, commented on the event, stating:
"Our designs embody the spirit of adventure, the strength of perseverance, and the enduring power of human connection." This sentiment is at the core of LABRUM’s work and is fully reflected in this collaboration.
Adam Gardiner, Arsenal’s Marketing Director, highlighted the importance of this unique partnership, saying,
"Our collaboration with LABRUM London and adidas is distinctive, as it taps into our rich culture and heritage in a way that feels uniquely Arsenal. Football and fashion are two powerful forces within our global community, and it’s exciting to bring them together during London Fashion Week to foster a deeper sense of belonging for our supporters worldwide."
Chris Walsh, VP Brand at adidas, added:
"At adidas, we are committed to creating distinctive products through meaningful collaborations. Our partnership with LABRUM London perfectly reflects this approach. The Spring/Summer 2025 show is a celebration of the intersection of football and fashion culture, blending innovative tailoring with design elements from Arsenal’s 24/25 kit. Hosting this event at Emirates Stadium makes it even more special.”
This collaboration is part of the growing trend where athletes play a central role in the fashion world, blurring the lines between sport and style. From walking runways to designing collections, athletes like Declan Rice are proving that their influence extends far beyond the pitch.
As we’ve discussed before, the use of athletes in fashion is not just a passing trend—it’s a powerful movement that is reshaping both industries. Fashion brands are increasingly turning to athletes to represent not just style but cultural identity, further reinforcing how deeply sport and fashion are intertwined today.
Thanks for reading, David Skilling
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