FIFA Women’s World Cup week and how are we? Ready to follow every shot of the beasts that will step on the lawns of Australia and New Zealand from this Thursday (20) And the brands are also with us in the crowd!
We are giving visibility to beautiful works to encourage athletes around the world who are good with the ball at their feet, a movement never seen before in history, in favor of equity and appreciation of women’s sport. Today, we bring together three more of these actions.
Music? We have!
There’s nothing better for a good warm-up than music, and Spotify understands the subject. With the World Cup approaching, the streaming invited approximately 40 female soccer players from different countries to set up a playlist especial.
Entitled ‘EQUAL – The Players’, the set features over 120 tracks from female artists, and creates an environment for fans to connect with athletes by enjoying the music that inspires them. It has Beyoncé, Shakira, Avril Lavigne, Rihanna, Adele, Taylor Swift and even Marília Mendonça! Check out the full selection below.
Among the athletes invited to this curatorship is Bruninha, left winger and one of those called up by the Brazilian National Team for the World Cup. In addition to her, other players who will also be in the championship participated in the assembly of the playlistsuch as Crystal Dunn (United States), Jess Carter (England), Laura Giuliani (Italy), Asisat Oshoala (Nigeria), Lina Magull (Germany), Remy Siemsen (Australia), Meikayla Moore (New Zealand) and Ashley Lawrence (Canada) ), among others.
“We love bringing the worlds of music and sport together. A playlist It’s really exciting because it involves incredible female athletes from around the world and furthers our commitment to highlighting women in music,” commented Taj Alavi, Vice President and Global Head of Marketing at Spotify.
The initiative is part of Spotify’s global EQUAL program, which has promoted gender equity in the music universe and is available in more than 180 markets worldwide. With the commitment to give more visibility to the female audience, the hub brings several playlists dedicated to women, with local and international artists.
impossible not to notice
Also working to encourage women’s sports is adidas. In addition to promoting the ‘Joga com as Mina’ tournament in São Paulo (SP), which will take the winner Jessica Silva de Oliveira, 28, to watch the championship live, the brand also launched the campaign ‘Play until they can’t stop looking’.
The initiative has the participation of athletes Alessia Russo, Lena Oberdorf and Mary Fowler, and aims to put women’s football in focus, inspiring other young women to follow in these footsteps.
adidas took advantage of the Worlds to also bring together its global family of legends. Names such as Lionel Messi, David Beckham, Leon Goretzka and Ian Wright, as well as actress and football fan Jenna Ortega, star in a series of dynamic films that form part of a new creative proposal for this edition of the championship.
The intention of the campaign is to showcase some of the greatest female footballers in the world, whose skills and passion for the game deserve everyone’s attention and support. Paying homage to the greats of the past, the films also include subtle references to unforgettable moments only true football fans will understand, including jersey numbers, iconic championship balls and much more.
“While all World Cups are special, this season seems to be hitting a unique moment for women’s football. We are witnessing higher ticket sales, ever-growing crowds, more organized crowds and more emerging icons than ever before. It is exactly this essence that we try to portray in the new campaign. By showcasing some of the biggest stars, we hope to encourage the next generation to pursue their dreams, with these players as examples of how to find new possibilities,” explains Sina Neubrandt, Director of Global Communications at adidas.
adidas will continue to celebrate its global family of football players throughout the event, with initiatives and activations in Australia and New Zealand. Additionally, as part of the ongoing support that adidas offers female soccer players, from stadiums to streets, the brand has launched the biggest kit of uniforms in its history for the Women’s World Cup.
All adidas-sponsored teams will have access to individual, personalized fit sessions tops and specialty solutions such as engineering and material innovations for a correct fit and superior support. And adidas’ signature Flow Shield technology, designed to prevent leaks, will be used for the first time in shorts game. The brand has also partnered with a record number of selections, providing the most technical items it has ever produced.
Their game… Or not
This one deserves applause! To encourage support for the French national team at the FIFA Women’s Football World Cup, Orange, France’s main telecommunications company and one of the team’s sponsors, created a video with great moves on the field, but who is the protagonist of the moves, at first , are the stars Mbappé, Griezmann and company.
This was possible through the use of artificial intelligence, which allows people to change faces on video, with the synchronization of body movements and facial expressions. The technique is also seen in “deepfake” content, especially in videos with false information.
In French, the video has the following caption:
“There are only Blues (nickname of the men’s team) to give us these emotions. However, they are not the ones you just saw. At Orange, when we support men, we support women.”
The French team is in Group F of the World Cup, the same as Brazil, Jamaica and Panama. The two teams face each other on the 29th, in the first phase of the World Cup.
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