Nike unveiled its global campaign that triggers the approach of the 2023 Women’s World Cup. ‘What The Football’ begins with a daughter and father in the living room, watching the TV, as they are transfixed by Brandi Chastain’s iconic 1999 penalty kick as the United States wins the World Cup. The publicity film also includes the participation of Debinha, representing the Brazilian National Team.
The brand campaign celebrates football talent past and present, highlighting the game’s evolution and Nike’s dedication to serving and supporting female athletes.
As part of the campaign, Nike also introduced individual videos (teasers) of all athletes, which can be found on the Nike Football YouTube page. Striker Debinha was chosen to represent the Brazilian national team.
Partner of several plays around the world, Nike has redefined the partnership model with its ambassadors, listening, learning and evolving to serve and support women. To highlight just a few examples, the company has launched products that help eliminate distractions, created the Nike’s Athlete Think Tank collective to invest in the future of women’s sports, and committed to programs that support female athletes from the beginning of their careers to the peak of their careers and beyond the transition into retirement.
“At Nike, we’ve always been a strong believer that the athlete’s voice has the power to change the world. As we look to the future, many of our athletes have a new perspective and ambition to create even greater transformation. Together with them, we are partnering to deliver product and service innovations, support communities and expand sport for the next generation,” said Tanya Hvizdak, VP, Global Women’s Sports Marketing.
In addition, Nike will provide its most robust service offering for athletes during the Women’s World Cup. This includes dedicated, information-supported recovery spaces where athletes from brand-sponsored federations can find rest and recovery between games.
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For the benefit of engagement and support for women’s football, the new campaign ‘Come with them’, by Sicredi, a cooperative financial institution present in all regions of the country and with more than 6.5 million members, with Visa, official partner of FIFA and the FIFA World Cup since 2007, is signed by the DPZ agency, in addition to featuring a version of the song ‘É uma partir de Futebol’, by the band Skank, from a female point of view. The song was adapted by a female-led team at the agency. Read more here.
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