Wolves and lifestyle brand Black Arrow join forces

12th January 2021

Wolves have announced a partnership with football and black culture lifestyle brand Black Arrow FC that will see both collaborate on the creation of original digital content.

The two join forces in an effort to help grow the game in America, in the African American community, whilst introducing US audiences to the Wolves club, players, and brand.

Black Arrow is a platform that focuses on the intersection of soccer and black culture, and is at the forefront of an emerging black soccer movement.

One of the creative elements that drives this movement in America is soccer jersey style and fashion, and this partnership was born out of Black Arrow’s admiration for Wolves’ eye-catching old gold and black kit and 'transformer-like logo'.

The partnership kicks off with two projects – one is a studio show hosted by TikTok football personality and comedian Elischa Edouard, and the other is a photography series/lookbook of Wolves’ 2020/2021 jersey from Black Arrow creative director and photographer, Gavin Guidry.

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Black Arrow founder Aaron Dolores said: “When the Wolves got promoted back into the Premier League in 2018, we had just started Black Arrow. To be honest, I had never heard of them, but their jersey instantly caught my attention. Because of that, I started to watch their games, research the club's history, and I really just liked the energy around the team and its fans, and, of course, their underdog story.

“When we got the opportunity to connect with Wolves, the alignment was completely organic because I already rocked with what they were doing. They already had a story I was excited to tell and a kit I thought was dope, so we just let that drive the content we created together, and it was completely authentic.”

Russell Jones, general manager of marketing & commercial growth at Wolves, said: “The USA presents a huge opportunity for Wolves to build our fanbase and working with Black Arrow will help us connect with African American soccer fans in a creative and authentic way.

“It’s rare that you meet people like Aaron and the team at Black Arrow and feel an immediate connection. We love how they create content and tell stories, and their edgy and creative style is perfectly in line with Wolves, who have a brave challenger mindset at the heart of our brand DNA.

“We hope that the ‘out of darkness’ photography series and the studio show are just the start of a long-term relationship.”

For more on Black Arrow, follow them on Facebook here, Twitter here, YouTube here, Instagram here and visit their website here.