“What does it mean to be a Gooner? Unbelievable belief” - Merson

The Arsenal faithful have always had an elite mentality and believed that no matter what happens on the pitch, they are one of the best clubs in the world, and it’s only a matter of time until they get back to where they belong. Afterall, there is nothing more powerful than belief. 

To launch the 21/22 team jersey, we created a mockumentary about a cynical 60 year old, Len, who doesn’t believe in anything… except arsenal football club. Len is the embodiment of the fan’s unshakable belief, and what it means to belong in an Arsenal shirt.

The mockumentary turns Len into a true club legend, with players past and present telling stories about him, and showing how his belief in the club inspired some of Arsenal’s most iconic moments. 

This was one written by fans (us), for the fans, with many easter eggs only true fans will pick up on.