Why Arsenal’s new 2023/24 home kit has received backlash

As the 2022/23 campaign came to an end, Arsenal and Adidas completed their customary home kit launch. Similar to last year, the Gunners wore their new colours in their final game of the season.

This season, Adidas has opted for a design inspired by Arsenal’s 20th anniversary since the ‘Invincibles’. It includes the Invincible’s record printed on the seams and a golden crest, symbolising the iconic Golden trophy.

Arsenal announced the kit by inviting some ‘special guests’ to the Emirates Stadium where they met Bukayo Saka and took promotional videos and photos for the campaign.

Why Arsenal’s new 2023/24 home kit has received backlash

Many fans were shocked at the sighting of the new kit, as the kit had predominant features of gold, a colour that is mostly only used if a team wins the league title. Before their collapse at the latter end of the season, Arsenal were on course to do this, and many speculate that was the initial idea for the design.

However, since the launch, the shirt has received backlash for its price. A fan could even purchase two red memberships at the club before affording the new jersey.

The standard home strip costs £80, meaning that the shirt has been made £10 more expensive for the last two consecutive years. To receive the Invincibles’ record stitching and the rubberised club crest, it is an extra £30, amounting to a total shirt cost of £110. In addition, there is an extra charge to have a competition badge and a name and number on the back.

Last year before the Premier League campaign started, with every home shirt bought, a £5 donation was made to the Arsenal Foundation. This year, however, there has been no public announcement to suggest a similar cause for the new shirt.

"“The last couple of years have been especially tough and the impact continues to be felt, but it’s amazing what we can achieve when we all come together to support each other.”– Arsenal after the 2022/23 home kit unveiling."

In a current cost of living crisis, it is disappointing to see the club take advantage of the fans and their loyalty, in the knowledge that the shirt will still be bought.

In addition to the outrageous prices, many fans have received damaged shirts, with names being wonky on the back and numbers being burnt during printing. One Arsenal fan received three shirts in poor condition, including the new goalkeeper strip having no printed name set at all.

After a memorable season, Arsenal have put more pressure on themselves to perform well next season. If the Gunners have a disappointing 2023/24 campaign, fine margins like shirt and ticket prices will be used as ammunition by the fans on the club and the hierarchy.

In return, fans will expect to have a sense of pride when walking around the Emirates with their new shirt. The only thing that can dictate that, is the results on the pitch, and that comes down to Mikel Arteta and his side.