Adidas x McCabe x Foudys

In May 2024, we had one of those opportunities that instantly felt special: an invitation from Adidas to shoot with Katie McCabe for the Arsenal third kit. From the very beginning, there was something different about this kit. It didn’t just feel like another release — it felt like it truly spoke to the women’s football fanbase. It had an identity, a sense of belonging, and we knew it was the one fans would really connect with.

There was also a strange bit of symbolism surrounding it. The third kit has long been associated with Champions League nights and, Arsenal went on to win the Champions League that season. Looking back, it almost feels like the stars aligned around that shirt.

We knew we wanted to do something that went beyond a standard shoot. Something that captured not just the kit, but the culture around it. That’s where the idea of the Foudys throne came in — a bold, playful centerpiece that celebrates fandom in its own unique way. But just as important as the throne was the setting. To ground the shoot in real fan culture, we chose a pub just around the corner from the Emirates: The Victoria Tavern.

From the moment we approached them, the team at the pub were all in. They were genuinely excited to host Arsenal players and be part of something creative. We took over a corner of the space and transformed it into our set for the day.

Working with Katie McCabe was an absolute joy. She brought so much energy to the shoot — funny, relaxed, and completely up for it. After capturing her on the throne, we moved into a more casual setting upstairs, where we filmed an interview and got stuck into a game of Jenga alongside Amanda Ilestedt, who had joined us for the away kit shoot. It turned into one of those shoots where everything just clicks — good people, good energy, and a lot of laughs.

We wrapped things up with some lunch, but the story didn’t end there.

One of the most special moments came afterwards, when we gifted the throne — signed by Katie — to a Foudys fan. Somewhere out there, that throne is now sitting in someone’s bedroom, which still feels kind of unbelievable.

Since that day, The Victoria Tavern has taken on a life of its own within the women’s football community. What started as a shoot location has become a bit of a landmark for fans. People now visit it as a place tied to that moment, that shoot, and that season. There’s even a large poster from the shoot displayed on the wall.

We’ve been back since, too. On the final day of the season, we hosted a quiz night at the pub, bringing together around 100 fans. The place was packed, the atmosphere was buzzing, and it felt like a real celebration of the community that continues to grow around the women’s game.

What started as a single shoot turned into something much bigger — a shared space, a memory, and a small piece of football culture that people can actually step into. And honestly, that’s what it’s all about.

Katie McCabe

Katie McCabe and Amanda Ilestedt

Caitlin Foord and Kyra Lillee Cooney-Cross