Arsenal x Emirates - The Emirates Winter Camp

We discovered that the fanbase had a unique connection with Emirates – their affinity for Dubai, where they held the team’s 23/24 training camp. It was a pivotal moment in the season that turned their form around, and fans often call for the team to go back…

So, we recreated this iconic, cult moment during half time in one of the biggest games of the season, and invited fans to be part of the story.