Next-gen football stars championed in new adidas brand campaign
Sports brand adidas has unveiled its newest brand campaign, in line with the FIFA Women’s World Cup, aiming to drive more global attention for the game, as well as inspire young women.
Featuring stars including Jenna Ortega, David Beckham and Lionel Messi, as well as new-gen football talents Alessia Russo, Lena Oberdorf and Matilda player Mary Fowler, the new platform, ‘Play Until They Can’t Look Away’ aims to celebrate the skills that football players are renowned for – vision, interception, power, creativity and accuracy.
The spot also references memorable moments in football history, from shirt numbers, to iconic tournament balls, and more.
Sina Neubrandt, global communications director at adidas, said: “There is no denying that whilst all World Cups are special, this [European] summer’s tournament feels like one that is really bringing us to a tipping point for the women’s game. We are seeing record ticket sales, bigger broadcast audiences, more committed fandoms, and more emerging icons that ever before.
“It is precisely this essence that we’ve looked to capture in our new campaign,” she said.
“Through showcasing some of the greatest stars in the game, we hope we can inspire the next generation to also prolong their dream and see these individuals as role models who can help push them to new possibilities,” Neubrandt concluded.
Mary Fowler, Matilda player, said this tournament is a special one for her “in so many ways”.
“Not only will I be representing my nation on the biggest stage, but I get to do it in my hometown in front of all my friends and family that have supported me from the very beginning. The run up to this tournament has been so exciting – I have been able to see the momentum building and have the honour of featuring in adidas’ campaign, which is a true celebration of this moment in time, as well as what is yet to come.
“By bringing together so many leading players in women’s football, as well as legends of the game, show what is possible for the next generation and how adidas is supporting this journey,” she said.
As partner of the Women’s World Cup since 1995, adidas is committed to making sport equal for marginalised communities, and as part of its ongoing partnership with Common Goal, 1% of all World Cup ball sales since 2022 will be pledged to support women’s sport.
Adidas will also host initiatives and activations on the ground in Australia and New Zealand throughout the World Cup.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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