"Arsenal State of Mind"

5 August 2026

77s

Glow for glory.

This part animated, part live-action commercial says, “Welcome to the Arsenal state of mind." No longer Premier League bottlers (the Champions League is another story), the Gunners are in rude mental health ahead of the 2026-27 season. They're also in the mood to promote their new third kit, with a little help from director FX Goby and rapper Sampa the Great.

To the strains of the latter's 2019 hit 'Final Form' ("Greatness in me you can't make me feel less"), the former presents a cartoon take on north London (the red-and-white patch, at least), where model and activist Adwoa Aboah passes the likes of The Hope and JussJerk without a care in the world. The sketchbook animation style and breezy colour palette evoke a summer that won't soon be forgotten.

UK

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