Adidas blows up Matildas on Sydney CBD high-rises

Adidas has wrapped two of Sydney CBD’s most prominent Kent Street buildings with Matildas star-athletes Mary Fowler and Caitlin Foord as part of its FIFA Women’s World Cup campaign.

Matilda athlete Caitlin Foord on a building wrap

Caitlin Foord

In a size equal to half a football field and in an impossible to avoid location off the Sydney Harbour Bridge, the bright-coloured wraps aim to grab the gaze of the CBD’s over 300,000 daily commuters as well as visiting football fans.

Simon Millar, vice president brand APAC at Adidas said: “Now is the time for athletes to take center stage in Australia and New Zealand. As they showcase their incredible talent on the pitch, Adidas is ensuring their brilliance is seen by all, at a scale that is impossible to ignore.

“Whether on your daily commute, on your way to see a game, or driving through the Sydney CBD, look up and join us in celebrating and supporting our amazing Australian players,” he said.

The campaign is focused on celebrating female athletes and encouraging more young women and girls to follow in the footsteps of these star players.

Fowler said the World Cup taking place in Australia and New Zealand marks an important moment in local sport history, and the experience of having her face displayed so prominently makes her grateful.

“From the campaign film to the building wraps, it’s absolutely surreal to see myself being the face of inspiration for others and it has allowed me to take a step back and really appreciate the amazing opportunities that have been offered to me in my football career so far. I feel honoured to be featured alongside football legends that I have looked up to and I hope to use my platform to inspire the next generation of sporting talent in Australia,” she said.

Mary Fowler building wrap

Mary Fowler

This audacious OOH campaign follows from the ‘Play Until They Can’t Look Away’ ad earlier this month as well as the 4m replica of the FIFA Women’s World Cup match ball currently occupying Matin Place. It marks Adidas’ most impactful Women’s World Cup campaign ever.


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