As far as launch videos go, Adidas and Arsenal have delivered a top-of-the-shelf promo again as the north London club revealed their third kit for the upcoming season.
The advertorial brings together some superb writing and montage while telling the story of superfan Len.
The bit about Mikel Arteta’s hair, Thomas Partey brushing his teeth (???) and the whole Sol Campbell segment, the promo is littered with genius.
There are bonus points for you if you can spot the unreal shade thrown at former Arsenal player Gervinho’s hairline.
Besides the quirkiness, the promo does a great job of combining the history of Arsenal lore and fans devotion while celebrating local businesses like Piebury Corner.
Back to the kit, the new jersey pays homage to the iconic lightning strike style of the 95/96 away shirt.
Adidas has introduced a stylish lightning bolt pattern design as the shirt predominantly uses the colours Mystery Blue, Scarlett and Signal Cyah.
Arsenal will wear their new third kit for their opening game of the season against Brentford on Friday.