Emile Smith Rowe has joined Rob Holding and Pierre Emerick-Aubameyang in supporting local businesses, this time with local haircutters, JNF, as part of the Arsenal Supporting Supporters series.
Inspired by player-business partnerships of yesteryear and kicked off by local pub, The Tollington and Rob Holding, this is the third instalment in a series of local businesses pairing up with members of the Arsenal men’s and women’s teams to raise awareness of their services and drive footfall on and around matchday. Many local businesses and community organisations who surround the local area were just as pleased as the club to see fans return to Emirates Stadium after matches were played behind closed doors.
Alongside our players, a variety of local businesses feature in the campaign, some of which are well known to Arsenal fans and others that need the extra support and awareness. Along with adverts which are aired across the businesses’ and club channels - including the stadium’s big screens - the businesses are a part of Arsenal fixtures and feature on the perimeter boards and inside the matchday programme.
JNF Haircutters has been part of the Arsenal community for nearly 40 years. The shop on Mountgrove Road in Highbury is now run by huge Arsenal fan Jimmy Patsalou, but it’s very much a family business as it was originally opened in 1983 by Jimmy’s dad, Chris, before Jimmy took over in 2000.
This film sees Emile, alongside Arsenal fan and social media influencer Michael Timbs (Timbsy), feature in a 60-second advert alongside lifelong Arsenal fan, Jimmy. Jimmy was a Junior Gunner and was selected as a mascot when we drew 1-1 with Wimbledon on January 1, 1992 when he posed for a pic with then captain Tony Adams.
Along with the advert which will be aired across the businesses and our club channels - including the stadium’s big screens – JNF will be a part of the Aston Villa game and will feature on the perimeter boards and inside the matchday programme.
“I was asked by someone at the club if I might be interested in being in a partnership like this. And of course I said yes!” said Jimmy, whose red and white roots run deep.
“We’re a big Arsenal family. My dad became a fan after seeing us in a friendly back in Cyprus in the mid-1960s. When he came over here, one of the first things he wanted to do was come to Highbury and watch a game. Me and my brother had no choice."
Being part of the Arsenal community in Islington is something ardent supporter Jimmy is really proud of. “Even though the club edged a bit further away when we went to Emirates, there’s still a real Arsenal feel in the area, particularly now the Arsenal Tavern has reopened, which is a very good matchday pub – that really helps with business," he said.
“Like all businesses though, we were hit pretty hard over the last 18 months and had to shut for a long period. For Arsenal to think of us is such a boost, not just for JNF but I think all of the businesses in this area of N5, we can all benefit. I’ve loved seeing the adverts for the ‘Tolly’ and Autoparts. It’s such an amazing scheme.”
Talking about the campaign, Arsenal CEO, Vinai Venkatesham, added: “This is one of a number of ways we are trying to support the local community. After listening to the local businesses involved, it was clear there was one thing in particular they needed – awareness. So, we got to work on creating a series of adverts in partnership with them which will hopefully ensure every Arsenal fan knows who they are and how they can use the brilliant services they offer.”
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