MOX Brings Creative Collision in North London in Arsenal x A-COLD-WALL* Campaign

Arsenal Football Club (AFC) and A-COLD-WALL* (ACW*), a British streetwear brand inspired by the legacy of national industry, have announced their new partnership in an audacious campaign from creative agency, MOX, and director duo, The Reids, through Anonymous Content.

Framed by the concept of ‘North London Exhibition: Arsenal F.C. v A-COLD-WALL*’, the collection unites the languages of AFC and ACW* in a cultural collision rooted in north London. MOX conceptualised this as a fictional face-off between the two powerhouses, where legacy football tradition confronts progressive fashion disruption.

The promotional video and stills star nine Arsenal players – the highest number ever featured in a single campaign for the football club. The Reids, made up of brothers Will and Ed Reid, capture the energy shift when the footballers and ACW* square up and go head to head – both built on different codes, but both coming armed with the same unshakeable confidence. Movements are subtle. Looks are sharp. Every detail, every frame, carries weight.

In the end, it’s not about conflict; it’s about respect, attitude, and holding your ground. Emotive and authentic, the campaign is engineered to resonate equally with football fans and the fashion-forward, without diluting either brand.

The campaign launched on October 9th, and will stay live for the next four months across digital (paid digital media, website, CRM, organic social, paid social), comms and PR, retail, and below-the-line.

The director duo who shot the campaign, The Reids, commented, “We loved working so closely and collaboratively with the team at MOX. Having so many icons on set to shoot the film and the stills for this campaign and making sure both Arsenal and ACW brands were represented authentically was a super exciting challenge. All the players brought the same performance in front of the camera as they are used to giving on the pitch. The shots of Saka and Rice are a personal favourite -- that felt like a real moment."

Matt Bolton, creative director and co-founder at MOX, added, "This feels like another progressive step for football in culture. Arsenal are amongst a few football brands who are really carving out their own lane and brave enough to venture into new worlds and spaces. This collaboration between ACW and AFC is another perfect example of that."

He continued, "To be at the heart of these two North London greats has been a real pleasure. We all know this isn’t your average collab, so we didn’t want to smooth over the differences or blend their identities. It was about celebrating the culture clash, with the power of the creative living in the face-off between the two worlds, taking inspiration from the famous tunnel clashes and twisting it through a fashion lens. One we’re all very proud of, just a shame I can’t wear any of the amazing collection -- being a Liverpool fan n’all that."