The shirt launch took place at Kings Cross Station in London, where Gunners fans were able to have their photo taken with the Emirates FA Cup. The launch campaign features the likes of Hector Bellerin, Mesut Ozil, Alexis Sanchez, Petr Cech, Per Mertesacker, Nacho Monreal and Olivier Giroud.
In iconic red and white, the shirt has a smart but functional collar design and a cannon on the yoke to celebrate 50 years of the cannon being featured on the home shirt. The shirt has performance-enhancing ACTV Thermo-R technology that uses athletic tape at the back panel to help maintain the body temperature at an optimum performance level. The shirt retails for R999 and is available in PUMA Stores, Totalsports, The Cross Trainer, Sportsmans Warehouse, Studio 88, Edgars and selected retailers nationwide as of 3 July 2017.