Arsenal Football Club has unveiled its latest away kits for the 24/25 season, featuring the iconic track “What Is Life” by legendary Ghanaian Highlife musician Ebo Taylor.
The choice of Ebo Taylor’s music is a nod to his significant influence in the Ghanaian Highlife genre and his contribution to global music. “What Is Life,” with its soulful rhythms and profound lyrics, provides a perfect backdrop for the sleek and modern design of Arsenal’s away kits.
The commercial not only highlights the new kits but also pays homage to the cultural connections that transcend sports.
This selection marks a departure from the more common pop music choices often associated with sports apparel launches. Ebo Taylor’s music holds a special place in Ghanaian culture, and its inclusion in the commercial acknowledges the club’s passionate fanbase around the world.
This campaign follows last month’s impressive production led by creative director Ekow Barnes, which highlighted Arsenal’s home kit themed “THE YEAR OF THE CANNON.”
Ekow Barnes’ direction and the collaboration of these creatives resulted in a visual and cultural masterpiece that won over admirers all over the world. The project highlighted the ability of football to unite people and its international appeal by fusing legendary Arsenal imagery with Ghanaian talent.
